Account Planning (CUSTOMERONE)
Account Plans are used by many organisations
with high value customers. However, they can often be weighty,
non user-friendly documents that offer little real benefit.
In fact, the lack of effective key account planning can result
in a number of problems:
- Major gaps in knowledge about high value
- Poor focus on the right contacts
- Reduced focus on the right actions
- No clarity with regard to objectives
- Poor internal support for key account
- Poor access to key account information.
In Imonic's experience, the effective use
of key account plans can contribute significantly to achieving
objectives set for these accounts. We also appreciate that
such documents need to be easy to use and directly relevant
to the account in question. This is why we have designed a
one-page key account plan format, which integrates all essential
information on a customer's organisation and sets out a clear
direction for objectives and actions required.
This approach also yields additional benefits
to the key account manager, since the process of pulling together
account information often identifies opportunities for upselling
or gaining additional contacts. The document also allows other
responsible staff access to key account information and ensures
commitment from senior people to actions detailed in the plan.
Imonic have a Powerpoint presentation
on the CustomerOne process. Please refer to interactive
and downloads to view.