3. Why Key Account Management ?? - Typical Scenario ??? “ Perception” is Reality Client Corporate Leadership Regional Leadership Location Leads Location Leads Site Leads Site Leads Site Leads Sites Leads Site Leads Site Leads Corporate Leadership Regional Leadership Location Leads Location Leads Site Leads Site Leads Site Leads Sites Leads Site Leads Site Leads
4. Key Account Management – Structured Communication Effective communication to ….. see the same frame in the same sense!! Corporate Leadership Regional Leadership Location Leads Location Leads Site Leads Site Leads Site Leads Sites Leads Site Leads Site Leads Corporate Leadership Regional Leadership Location Leads Location Leads Site Leads Site Leads Site Leads Sites Leads Site Leads Site Leads
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6. Know your Key Account Layers of Understanding of Customer Who Cares ..Wins!! Customer’s Market-Place Customer’s Business Reporting Structure Concern of individual contacts
7. Integrated Account Management Framework Resource Supply Chain Skills & Competencies Development Technology Management Partner Management Account Management Enablers: Metrics—Aligned Incentives— Knowledge Management and Information Systems Critical Capabilities Relationship Mgt Service Offering Account Goals Account Performance Opportunity Pipeline Sales Management Service Delivery Account Execution Marketing, Administration, Employee Management Account Plan ARC Chair Account Reviews Account Planning Process Lead Account Teams Account Review Committee Account Plan
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13. Restructure SAM Role for Success Account Manager – key capabilities and skills Customer company’s operating strengths and weaknesses Conflict resolution Ambition 8 Pricing and terms of sale Diagnosing customer problems Achievement Orientation 7 Knowledge/experience of customer’s company procedures Presentation Skills Responsibility 6 Experience in handling large accounts and in planning and goal-setting Coordination Creativity 5 Customers industry Leadership Self-motivation 4 Customers procedures Communication Concern for ethics 3 PES products and services Negotiation Integrity 2 Customer’s personnel and personalities Relationship building Tact 1 Knowledge and Experience Skills Personal Traits #
16. Steps in Key Account Management Tool Kit :-STRAP, Revenue base > 1.5 MUSD, AMS >0.7 MUSD, Wide-geographic presence Benefits : Resource Planning Tool Kit :- Map Organization Structure, Identify Value Drivers, Be informed about clients business environment Benefits : Focuses Business Efforts Tool Kit :- Regional & Corporate Contact Plan Benefits : Ensures all stake-holders share the same information. Creates opportunities for future engagements Tool Kit :- Feedback Eg ( TCS – Timely execution, Standardization - Blue Book ) Benefits : Improved execution, Reduces Engg time. Tool Kit :- Reporting Calendar ( Traffic Lights , Action register, PAR ) Benefits : Bridges gap between perception & actual Tool Kit :- Customer Satisfaction Index Benefits : GROWTH and Improved customer-share What is the investment required for KAM?? …..Structuring your approach Identify the Key Account Establish Reporting Protocols Performance Metric for Account evaluation Know your customer Develop Contact Plan Arrive/MonitorKey Deliverables
17. Account Management Process Timeline 0 2 Weeks. 4 Weeks 6 Weeks 8 Weeks. Begin Developing Ver n+1 Account Plan Review Draft Account Characterization Account Characterization Complete Begin Opportunities Identification Review Progress on Opportunities Identified Begin Finalization of Opportunities Review Progress on Opportunities Finalization Opportunity Identification Complete: Management Review #1 Review Progress on Ver n+1 Account Plan Opportunity Finalization Complete: Management Review #2 Begin Realization Plan Ver n+1 Account Plan Complete: Management Review #3
18. Tool-Kit for KAM “ Execution” is the Key!! GROWTH and Improved customer-share Customer Satisfaction Index Evaluate performance Ensures timely sharing of project status and bridges gap between perception & actual Reporting Calendar ( Traffic Lights , Action register, PAR ) Establish Reporting Protocols Improved execution, Reduces Engg time. Feedback Eg ( TCS – Timely execution, Standardization -Blue Book ) Arrive at Key Deliverables Ensures all stake-holders share the same information. Creates Opportunities for future engagements Regional & Corporate Contact Plan Develop Contact Plan Focuses business efforts Map Organization Structure, Identify Value Drivers, Information about clients business environment Know your customer Resource Planning STRAP, Revenue base > 10Cr, AMS > 5 Cr., Wide-geographic presence Identify Account Benefits Tool-Kit
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