The best account managers are chosen not only for their skills but also for their proven aptitude and desire to work closely with IT's customers. They are able to sit down with senior business management to discuss IT's long-term plans one day, and the next to patiently work with frustrated users who cannot get the help desk or corporate IT to resolve technology problems.

What account managers are not is a super help desk or a desk-side support function. They are IT's ambassadors. They help customers plan and use IT, and even assist department heads in budgeting for IT resources. They represent IT at gatherings or individually in customer offices, and collect information to help IT understand how it can better support its customers.

Account managers provide an IT presence wherever they go. They are the local IT franchise supporting a subset of IT's entire customer base and all the IT services relevant to that subset. Account management provides a number of services that benefit both the customer and IT, including the following:

Offering a quick business-knowledgeable response to IT issues that simultaneously reduces the need for customer interactions with central IT. The account manager can more quickly resolve problems in the field, consistent with local culture, often without having to involve corporate IT. If contact with central IT is necessary, the account manager can knowledgably locate within IT the information the customer needs.

Serving as a single source of IT information. Account managers represent all of IT to a customer. They either can answer all customer inquiries or know where to find the answer.

Providing personal, relationship-based service. While traditional support, such as the help desk, is product- or service-focused, account management is customer-focused. This provides the customer with a single human face of IT, which can foster a strong and more lasting bond.

Improving customer satisfaction. An account manager is someone customers feel is on their side and whom they could talk to about technology.

Bettering IT's understanding of customer business and technology needs. Account managers can function as both a business advocate within IT and as the best-positioned IT person to understand the customer, his business, what technology he has, how well it is working, how satisfied he is with it, what technology he could use, and how he could use it.

Validating the service offerings. Account managers are uniquely positioned to help validate that IT is providing the right services to its customers.

Account management is a way to put the face of decentralization on IT without losing the benefits of centralization.