Key Account Management

45mIntermediate2020-08-07

Authors

Drew Boyd

Global leader in creativity and innovation

Course details

In order to grow and expand, a company must protect its most important asset—its base of loyal customers. Some of these customers require special attention in order to retain them and acquire more business. In this course, marketing professor Drew Boyd shows you how to determine who your key customers are, and a strategy for managing your customers and your organization. Drew dives into the basics of key account management, explaining what it is, why it's important, and how to tackle the key account management process. He also shares how to select key accounts, develop a key account strategy, hire and train key account managers, and measure key account results.

Learning objectives
Define key account management.
Explain the key account management process.
Develop criteria for key account status.
Identify a vision, mission, and strategic focus.
Measure key account results.

Skills covered

Customer Service ManagementCustomer ServiceDeep Dive (X:Y)

Concepts

0. Introduction

01 - Develop and manage key accounts
02 - Who is key account management for

1. Understanding Key Account Management

03 - What is key account management
04 - Why key account management is important
05 - The key account management process

2. Selecting Key Accounts

06 - Develop criteria for key account status
07 - Select key accounts

3. Developing a Key Account Strategy

08 - Define a vision, mission, and strategic focus
09 - Identify the key account management task
10 - Communicate your strategy

4. Creating Key Account Managers

11 - Hire key account managers
12 - Train key account managers
13 - Reward key account managers

5. Managing the Relationship

14 - Develop a call plan for key accounts
15 - Implement key account activities
16 - Measure key account results