Strategic Key Account Management - Seminar / Kurs von Modul Training

Strategic Key Account Management

Boost your profits by helping your most important customers become even more successful.

Background

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
• Slim KAM and strategic partnership
• International KAM
• Types of Key Account Management
• Key Account Analysis and Planning
• Analyzing the customer´s market position and competitive power
• Analyzing customer needs and purchasing processes
• 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