Your Benefits: The participants will learn how to …
- Build and manage the relationship with key customers as a long-term approach to build customer loyalty and increase profits.
- Segment customers based on their attractiveness and profit potential.
- Align the entire organization with Key Accounts´ requirements.
- Develop and implement effective Key Account plans.
- Calculate the return on investment (ROI) for their company and the Key Accounts.
Contents
- Why strategic Key Account Management
- Providing added value for the customer and your organization
- Strengthening customer loyalty and your organization´s competitive position
- Stages in introducing KAM
- Selecting strategic customers based on a list of criteria
- Hard and soft criteria
- Types of Key Account Management
- Slim KAM and strategic partnership
- International KAM
- Key Account Analysis and Planning
- Analyzing customer needs and purchasing processe
- Analyzing the customer´s market position and competitive powe
- Analyzing your situation as a supplier
- Developing attractive offerings and a cooperation strategy
- Integrating KAM into your organization
- Front-end and back-end organization
- KAM as a line, matrix and staff function
- Establishing effective Key Account Management processes and systems
- Selecting and qualifying Key Account Managers
- Managing Key Account teams
- Remuneration and incentive systems
- KAM Controlling