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account management

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    account management account management Presentation Transcript

    • Deliverables of Key Account Management Process
      • Key Account Selection & Categorisation
      • Introduction concepts - 1 hour (All)
      • Data collection and data input - 2 days (Glide)
      • Key Account Planning
      • Workshop to review and formulate strategies for each category (0.5 - 1day All)
        • Process
      • Action Plan
      • Monitoring and Improvement Process
    • Glide Account Management
      • Background
        • Is it a source of sustainable advantage and differentiation? If yes, invest heavily (process, tools, training); if not core, match market standard
        • High-involvement relationships with key customers offer major opportunities to grow business
        • Glide’s capacity for high-cost, intimate relationships is limited
        • Limited internal resource means decisions have to be made about which accounts to manage intimately
        • Selection & Categorisation are critical processes
        • RIG Health Warning - We have to work at this. It will be a gradually process of implementation
    • Key Account Selection & Categorisation
    • Glide Benefits
      • Understand each customer and anticipate their needs (service enhancement/ innovation)
      • Periodically appraise customer potential
      • Identify sources of risk, profit, and risk
      • Resources applied strategically
      • Develop appropriate strategies for each customer
      • Transparent and measurable account management processes
      • Monitor and continuous improvement
      SR - Do as a brainstorming exercise
    • The Key Account Management Process
    • Key Account Selection
      • Measure relative attractiveness of accounts
      • Evaluate customer satisfaction on each account
      • diagnose the nature and value of your key accounts and appraise their potential
      • Prioritise and plan appropriate strategies for each category/ account
    • Portfolio Analysis using Key Account Selection Matrix Account attractiveness = measure of the potential of the key account to yield profit Customer satisfaction - measure of how well we are responding to the customer’s needs SR - Exercise: Brainstorm criteria for each axis - see next slide for sample criteria KASM Methodology - apply portfolio analysis ©Professor Malcolm McDonald - Abridged by RIG 2007
    • KASM Output - KA Selection Matrix They go away and come back with this data in a table DG to create in schematic in PP
    • KASM Output - Account Attractiveness Exercise - DG to run
    • KASM Output - Customer satisfaction SR - Glide does not measure Customer satisfaction. They can only guess. Should they start measuring it? If so, how? And how often? Who should do it?
    • Key Account Planning
      • Tools
        • KISS
        • Customer Satisfaction Assessment (S&W)
        • Contact Assessment
        • Profit Potential/ Risk of Substitution (O &T)
        • Action Plan to implement strategy and processes
        • Key Account Plan for Top Accounts
        • Performance Monitoring and Review Process
            • KPIs
    • Contents of Key Account Plan
        • Key Account Plan
          • Customer Analysis
            • Issues & strategies
            • Account attractiveness
            • Customer satisfaction factors
            • Opportunities
            • Threats
          • Our Objectives & Positioning
          • Actions
      SR - Design boiler plate document/ get the group to okay this