Implementing Key Account Management: Designing Customer-Centric Processes for Mutual Growth

Equip yourself with the tools, frameworks and approaches needed to successfully deploy key account management programmes.

Format: Paperback / softback
Length: 352 pages
Publication date: 03 August 2018
Publisher: Kogan Page Ltd

Implementing Key Account Management is a comprehensive handbook that provides invaluable guidance for successfully implementing a functional key account management (KAM) program. The book offers an integrated framework for KAM that businesses can utilize to design or enhance their strategic customer management programs, enabling them to overcome the challenges commonly encountered during strategy rollout. Drawing upon two decades of research and best practices from Cranfield University School of Management, one of the preeminent centers for research and thought leadership in KAM, the authors have crafted and delivered programs globally for esteemed clients such as Rolls-Royce, Unilever, Vodafone, The Economist, and numerous others. Extensively researched, well-grounded, and practical, this book serves as the ultimate go-to resource for successfully implementing key account management programs.

The book begins by introducing the concept of KAM and its significance in today's business landscape. It then delves into the essential elements of a successful KAM program, including customer segmentation, targeting, relationship building, and value creation. Each chapter is packed with practical insights, case studies, and actionable strategies that readers can apply to their own organizations.

One of the key strengths of Implementing Key Account Management is its comprehensive coverage of the entire KAM lifecycle. From identifying key accounts to developing and executing account plans, the book provides step-by-step guidance to ensure that every aspect of KAM is effectively managed. The authors also emphasize the importance of collaboration and communication within the KAM team, highlighting the need for seamless coordination between sales, marketing, and other departments to achieve shared goals.

Furthermore, the book incorporates real-world examples and case studies from various industries, showcasing the successful implementation of KAM programs across different sectors. These case studies provide valuable insights into the challenges and opportunities that organizations face when managing key accounts, and offer practical solutions that can be applied to any business.

In conclusion, Implementing Key Account Management is a must-read for anyone seeking to enhance their organization's customer management strategies. With its comprehensive framework, practical insights, and real-world examples, the book provides a valuable resource for businesses looking to build strong, long-lasting relationships with their key accounts. Whether you are a seasoned KAM professional or just starting your journey, this book will help you navigate the complexities of KAM and achieve sustainable growth and success.

Weight: 606g
Dimension: 235 x 164 x 20 (mm)
ISBN-13: 9780749482756