account management

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account management

  1. 1. Deliverables of Key Account Management Process <ul><li>Key Account Selection & Categorisation </li></ul><ul><li>Introduction concepts - 1 hour (All) </li></ul><ul><li>Data collection and data input - 2 days (Glide) </li></ul><ul><li>Key Account Planning </li></ul><ul><li>Workshop to review and formulate strategies for each category (0.5 - 1day All) </li></ul><ul><ul><li>Process </li></ul></ul><ul><li>Action Plan </li></ul><ul><li>Monitoring and Improvement Process </li></ul>
  2. 2. Glide Account Management <ul><li>Background </li></ul><ul><ul><li>Is it a source of sustainable advantage and differentiation? If yes, invest heavily (process, tools, training); if not core, match market standard </li></ul></ul><ul><ul><li>High-involvement relationships with key customers offer major opportunities to grow business </li></ul></ul><ul><ul><li>Glide’s capacity for high-cost, intimate relationships is limited </li></ul></ul><ul><ul><li>Limited internal resource means decisions have to be made about which accounts to manage intimately </li></ul></ul><ul><ul><li>Selection & Categorisation are critical processes </li></ul></ul><ul><ul><li>RIG Health Warning - We have to work at this. It will be a gradually process of implementation </li></ul></ul>
  3. 3. Key Account Selection & Categorisation
  4. 4. Glide Benefits <ul><li>Understand each customer and anticipate their needs (service enhancement/ innovation) </li></ul><ul><li>Periodically appraise customer potential </li></ul><ul><li>Identify sources of risk, profit, and risk </li></ul><ul><li>Resources applied strategically </li></ul><ul><li>Develop appropriate strategies for each customer </li></ul><ul><li>Transparent and measurable account management processes </li></ul><ul><li>Monitor and continuous improvement </li></ul>SR - Do as a brainstorming exercise
  5. 5. The Key Account Management Process
  6. 6. Key Account Selection <ul><li>Measure relative attractiveness of accounts </li></ul><ul><li>Evaluate customer satisfaction on each account </li></ul><ul><li>diagnose the nature and value of your key accounts and appraise their potential </li></ul><ul><li>Prioritise and plan appropriate strategies for each category/ account </li></ul>
  7. 7. 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
  8. 8. KASM Output - KA Selection Matrix They go away and come back with this data in a table DG to create in schematic in PP
  9. 9. KASM Output - Account Attractiveness Exercise - DG to run
  10. 10. 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?
  11. 11. Key Account Planning <ul><li>Tools </li></ul><ul><ul><li>KISS </li></ul></ul><ul><ul><li>Customer Satisfaction Assessment (S&W) </li></ul></ul><ul><ul><li>Contact Assessment </li></ul></ul><ul><ul><li>Profit Potential/ Risk of Substitution (O &T) </li></ul></ul><ul><ul><li>Action Plan to implement strategy and processes </li></ul></ul><ul><ul><li>Key Account Plan for Top Accounts </li></ul></ul><ul><ul><li>Performance Monitoring and Review Process </li></ul></ul><ul><ul><ul><ul><li>KPIs </li></ul></ul></ul></ul>
  12. 12. Contents of Key Account Plan <ul><ul><li>Key Account Plan </li></ul></ul><ul><ul><ul><li>Customer Analysis </li></ul></ul></ul><ul><ul><ul><ul><li>Issues & strategies </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Account attractiveness </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Customer satisfaction factors </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Opportunities </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Threats </li></ul></ul></ul></ul><ul><ul><ul><li>Our Objectives & Positioning </li></ul></ul></ul><ul><ul><ul><li>Actions </li></ul></ul></ul>SR - Design boiler plate document/ get the group to okay this

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