Programme
The Customer Relationship
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Phases of the customer relationship
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The customer’s perspective
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Understanding customer needs
Principals of Key Account Management
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Customer plan
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The Key Account team
Implementation
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Selecting key accounts
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Relationship building
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Setting service levels
Releasing Value
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Lean construction
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Integrated supply chain
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Supply chain management
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Value creation process
Managing Key Accounts
Measuring profitability
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Who should attend
The course is suitable for all of those concerned with the development of the company’s customer; Sales Executives responsible for key accounts, Sales Managers, Marketing Managers and General Managers.
Course Content
As pressures on profitability increase companies need to develop new and imaginative methods of retaining customers. Key account identification and management is a process which does this, while using internal resources effectively.
Key account management is not a quick fix but an ongoing evolution which the company must adopt and practice. It requires a detailed understanding of the customer’s business processes so that opportunities to add value can be identified.
Achieving this takes significant organisational resource and it is thus important to restrict the approach to customers that are receptive to the concept and present long term growth opportunities.
The concept must first be sold internally, it is then necessary to win the commitment of the communicate the customers you wish to become Key Accounts. This is an opportunity to present the organisation in a new light and identify new opportunities to work profitably with customers.
Course Duration: 1 day
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