Implementing Key Account Management
Designing Customer-Centric Processes for Mutual Growth
Javier Marcos, Mark Davies, Rodrigo Guesalaga, Sue Holt
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Implementing Key Account Management
Designing Customer-Centric Processes for Mutual Growth
Javier Marcos, Mark Davies, Rodrigo Guesalaga, Sue Holt
Informazioni sul libro
Implementing Key Account Management is a highly practical handbook that guides readers through the realities of rolling out a functional key account management programme. The book offers an integrated framework for key account management (KAM) that businesses can use to design or further develop strategic customer management programmes, enabling them to overcome the obstacles that organizations often face when rolling out their strategies. Bringing together the experiences of leading experts within this field, Implementing Key Account Management draws on two decades of research and best practice from Cranfield University School of Management, one of the foremost centres for researcher and thought leadership in KAM. Between them, the authors have designed and delivered programmes globally for clients such as Rolls-Royce, Unilever, Vodafone, The Economist and many more. Rigorously researched, well-grounded and practical, this book is - quite simply - the definitive, go-to resource for implementing key account management programmes.
Domande frequenti
Informazioni
PART ONE
Re-engaging strategic customers
02
Adopting key account management
Overview
The need for KAM
- the allocation of dedicated personnel to a key account, usually a key account manager (KAMgr) and a cross-functional team;
- training and skills development for customer-facing executives;
- the commitment of senior management time;
- the design of tailored products, services and solutions;
- the adoption of new technologies and communication channels.
- developing a customer-centric culture;
- designing a new organizational structure;
- establishing new communication channels among functional areas;
- redefining performance metrics to incorporate customer-related aspects.
- To what extent is our business concentrated on a few customers?
- To what extent do our customers require a KAM approach?
- To what extent can we create competitive advantages and differentiate through KAM?