in particular key account management, is a multi-dimensional
task: you only need to review the list of Imonic services
to see the range of 'component' services that fit together
under this one discipline.
While there is a logical sequence to many of these account
management activities, which you apply and in what order all
depends on your starting point e.g. what resources and skills
you have internally, and most importantly what it is you're
setting out to achieve and demonstrate you've achieved.
For an organisation that's just striking out in this area,
our recommendation is to concentrate on doing the basics well.
Refinement and sophistication can be added later, once you've
got the fundamentals in place.
A common mistake is that of trying to "eat the elephant
whole". Customers are not created equal and attention
paid to selection and categorisation (segmentation)
in the early stages will pay handsomely later on.
At Imonic, we've developed and trademarked a process for high
value customer management called KAD (Key Account Development).
It has provided a solution to many of our clients who wanted
a pre-defined process from the outset, with a logical sequence
of stages over an agreed time plan to deliver measurable results.
Imonic work with prospective clients to assess needs, agree
objectives and plan the provision of our services in modules
(menu picking), to meet those objectives, resulting in the
development of a phased account strategy programme that meets
specific and tailored client needs.
In summary, key components of a successful key account development
programme would often include the following modules:
- Choosing which customers upon which
to set growth or retention objectives.
- Appraising your performance with those
- Performance improvement.
- Process improvement.
- Skill improvement via training and
- Key account planning (with specific
actions and account targets).
- Adding value to the account through
the implementation of customer preferences that you can
supply and they are willing to pay for.
- Customer re-appraisal of performance,
Imonic key account programmes are precisely
tailored and explicitly measurable, they are also highly "customer
driven". Imonic have synthesised the key steps. Visit
the KAD Key Account Development
page for more information.