Key Account Management: Delivering World-Class Customer Support
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Key Account Management: Delivering World-Class Customer Support
- 1. Key Account Management Marketing and Sales Excellence Team Mission : Deliver “World Class” Key Account & Territory Management
- 4. Territory Key Accounts Regional Key Accounts National Key Accounts Global Key Accounts A model for identifying and rolling-up Key Accounts
- 5. Key Account Management Process diagrams
- 7. Process Overview Level 1 2 Key Account Management 3 Territory Management 4 Management Reporting 5 KAM Management and Administration 1 Analyze & Classify Customers
- 8. 1 - Analyze and Classify Customers
- 9. 1 - Analyze and Classify Customers Level 2 1.1 Identify/Add Customer/ Modify 1.2 Analyze Customer Details 1.3 Segment Customers 1.4 Validate 1.5 Identify Key Accounts 3.3 Review Performance KA? Non KAs KAs 3.1 Plan Call Activity 2.1 Profile Account
- 10. 1.1 - Identify/Add Customer Level 3 1.1.4 Determine whether to add Add? No Yes Reject Customer 1.2.1 Enter Data 1.1.5 Management Confirmation 1.1.1 Collect Information 1.1.2 Review Information 1.1.3 Classify Type
- 11. 1.2 - Analyze Customer Level 3 1.2.2 Historical Review 1.2.3 Potential Review 1.2.4 Needs Analysis 1.2.5 Confirm Customer Needs/Objectives) 1.1.4 Determine whether to add 1.3.1 Establish segmentation 3.3.6 Change Process/Plans 1.2.1 Enter data
- 12. 1.3 - Segment Customers Level 3 1.3.1 Establish segmentation 1.3.2 Review Customers 1.3.3 Populate Segments 1.4.1 Confirm levels of validation 1.2.5 Confirm Customer Needs/Objectives 1.4.4 Reassign customers and review segmentation process
- 13. 1.4 - Validate Level 3 1.4.1 Confirm Segment Population 1.4.3 Validate segmentation decisions 1.4.4 Reassign customers and review segmentation process 1.5.1 Confirm KA Selection Criteria 1.3.4 Assign customers to segments 1.3.1 Confirm segment criteria
- 14. 1.5 - Identify Key Accounts Level 3 1.5.4 Validate selection and criteria KA? No Yes 2.1.1 Assess Account’s Current Situation 3.1.1 Collect/Review Customer Information (Territory Management) 1.5.1 Review KA Selection Criteria 1.5.2 Review Customers Against Criteria 1.5.3 Confirm KA Selection
- 15. 2 - Key Account Management
- 16. 2 - Key Account Management Level 2 1.5 Identify Key Accounts 1.2 Analyze Customer Details 2.1 Analyze account 2.2 Set account objectives 2.3* Create account plan 2.4 Execute plan 2.5* Evaluate account performance
- 29. 3 - Territory Management
- 30. 3 - Territory Management Level 2 3.1 Plan Call Activity 3.2 Execute Contact 3.3 Review Performance 1.5 Identify Key Accounts 1.2 Analyze Customer Details
- 32. 3.2 - Execute Contact Level 3 3.2.1 Prepare for contact 3.2.2 Open Contact 3.2.4 Match product to needs 3.2.6 Close Contact 3.2.7 Document Contact 3.2.3 Understand Needs 3.2.5 Gain commit- ment 3.3.4 Individual Sales Effectiveness Assessment 3.1.6 Organize Logistics 3.3.2 Individual analysis of sales performance data
- 34. 4 - Management Reporting
- 35. 4 - Management Reporting Level 2 4.1 Company Information 4.2 Marketplace Information 4.3 Performance Information 4.4 Customer Information