Key-Account-Management-en

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Key-Account-Management

In all important markets, Key Account Management
(abbreviation: KAM) is the systematic care of a company’s most important customers and is one of the irreplaceable success factors of a company. This is due on the one hand to
the increasing professionalisation and centralisation of purchasing,
the increase in purchasing cooperations and the
customers‘ desire for a reduction in the number of suppliers and for a
central contact person. On the other hand, due to internally necessary
changes: These include above all necessary
efficiency gains through the avoidance of duplication of work, especially in cross-selling, as well as better market access.

Key Account Management (KAM) is popular in all companies. At the same time
there are two aspects to KAM:

Aspect 1
The first aspect is that of the client to the contractor. This means that as long as the contractor fulfils the client's wishes and requirements, the client feels well taken care of. As a result, the company gains more regular customers in the long run.

Aspect 2
The second aspect is from contractors to customers. This means that the company handles the specific orders of the clients and that the delivery is on time. The only catch is that companies are only willing to take on such specific orders until it is financially feasible. But this is exactly where problems can arise. For example, if the company acts too greedily, there is a risk of losing the order, or worse, losing the regular customer. To avoid such scenarios (aspect 2), one should carefully establish a best practice for the tasks.

Best practice of the tasks of a KAM

Key account management has the task of managing the processes:
– of the information flow between all parts of the customer and the
company, to shape, organise, move and
manage,
– of service design to initiate, operate and handle,
– to initiate, realise and control the flow of payments.

Analysis

  • Processes of Key Account (KA)
  • Products , Customers KA locations
  • Cross-selling potential for KA

Planning

  • Customer loyalty measures
  • Allocation of resources to KAs
  • Development of customer relationships

Implementation

  • Implementation of the planned measures
  • Dissemination of customer-related information in the company
  • Negotiations with clients

Control

  • Achievement of potential-related goals (e.g. satisfaction of KAs)
  • Achieving market success-related goals (e.g. customer penetration)
  • Achieving economic goals (e.g. customer profitability)
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