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 longterm 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