The Multitasking Myth: How Account Managers Can Boost Productivity

Bing! You have mail. Ding! You have a new text message. Ring! You have a call.

Every day as an account manager you face a number of incoming distractions. You might think by keeping on top of your messages and requests that you're getting things done. But in fact, the tasks that you need to complete end up taking longer than required because your attention flicks from one thing to another.

For many people, the ability to multitask or juggle a number of things at the same time is considered a desirable job skill. This is bullocks. No one can multitask and perform at their highest level.

Research has shown that multitasking will diminish your efficiency, productivity, and quality of output. Psychologists who studied what happens to cognition (mental processes) when people attempt to perform more than one task at a time, found that the mind and brain were not designed for heavy-duty multitasking.

Switch costs are the outcome of multitasking. The few seconds it takes to switch from one task to another and back again start to add up. Multitasking may seem efficient on the surface but actually takes more time in the end and involves more error. Mental blocks created by moving between tasks can cost as much as 40 percent of someone's productive time.

Other studies also highlight that when a person is distracted from a task, in order to compensate for the distraction, they speed up their work. The price for this is elevated stress, pressure, workload, and frustration.

As an account manager you face unique challenges in this regard. Your role requires balancing creative collaboration with strategic planning, often under tight deadlines and with high client expectations. This environment is fertile ground for distractions, from sudden client requests to internal meetings and constant updates from various team members. The need to constantly switch between different tasks and communications can lead to a decrease in both the quality of your work and personal well-being.

To manage this, you should think about adopting some of the following strategies specifically tailored to your work environment:

1. Prioritise and Plan: Start your day by identifying the most critical tasks. Use tools like project management software to organize tasks and set realistic deadlines.

2. Time Blocking: Allocate specific times of the day to different tasks. For example, dedicate morning hours to client communications and afternoons to creative planning and internal meetings.

3. Set Boundaries: Inform your team and clients of your availability. Create "do not disturb" periods where you can focus on deep work without interruptions.

4. Delegate: Where possible, delegate tasks to team members. This not only reduces your workload but also empowers your team.

5. Use Technology Wisely: Leverage tools that can streamline communication and project management. For example, use Slack for quick team updates and reserve emails for more detailed communications.

6. Regular Breaks: Take short, regular breaks to recharge. This can help maintain your focus and productivity throughout the day.

7. Mindfulness and Stress Management: Incorporate mindfulness practices such as meditation or deep-breathing exercises to manage stress and improve concentration.

By reducing distractions and focusing on one task at a time, you can enhance your productivity and produce higher quality work. You will be able to think deeper, and your mind will begin to gain more clarity, insight, and foresight. The quality of your output will improve, mistakes will diminish, and stress levels will go down. Now that's what you call a triple win.

Check out Bustle's article "11 Ways To Avoid Multitasking" for more ways how you can introduce improvements to not just your workday but also your life.