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This chapter is excerpted from 'Key Account Rock Stars'. This book brings fresh new thoughts to the topic of key account management. This book reveals the secrets of how to successfully engage with customers and how to become organizationally savvy, plus practical tools for succeeding on the job. It is written for the practitioner and takes the readers through the soft sides of the job, which is exactly what is needed to succeed and achieve career fulfillment. Account managers must keep relationships fresh, with creative ways to add value to the customers, so customers remain genuinely satisfied with the relationship. Losing a customer will always be a burden on the individual key account manager, whatever the reason for the loss. Readers will: Gain awareness of what a good customer relationship looks like; Learn tools to solve issues and improve ways of working; and Most importantly, learn how to succeed as a key account manager. Remember, the importance of customer centricity is higher than ever. The decade-long transition of the economy away from production toward services and the need to differentiate from the competition will certainly continue. Today, a company that fails to engage with the customers will not succeed; the era of making a good product and trusting it to sell itself is long gone.