Strategic Key Account Management

Strategic Key Account Management. A close relationship with key strategic customers is the ultimate competitive advantage a company can achieve. Studies show that professional Key Account Management (KAM) leads to strong, long-term customer loyalty and a significant increase in profits. Successful KAM requires aligning your entire organization, including its strategy, processes, structures and people, with Key Accounts´ requirements.

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