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Key Account Management

KAM is an approach where companies develop long term relationships with strategic customers by understanding their needs in depth and creating special offers with advantages over competitors. KAM is created by market conditions like downturns resulting in fewer new customers, requiring existing customers to generate more business. Large or important customers may also require a dedicated KAM to ensure their satisfaction. Having a KAM reduces the chances a competitor can replace the company's solution later due to changes in customer needs or employees. Benefits of KAM include greater customer satisfaction, higher retention, stronger relationships, better customer management, and higher barriers for competitors.

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124 views6 pages

Key Account Management

KAM is an approach where companies develop long term relationships with strategic customers by understanding their needs in depth and creating special offers with advantages over competitors. KAM is created by market conditions like downturns resulting in fewer new customers, requiring existing customers to generate more business. Large or important customers may also require a dedicated KAM to ensure their satisfaction. Having a KAM reduces the chances a competitor can replace the company's solution later due to changes in customer needs or employees. Benefits of KAM include greater customer satisfaction, higher retention, stronger relationships, better customer management, and higher barriers for competitors.

Uploaded by

sandypics
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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KAM

is an approach which includes developing long term relationships with strategic customers whose needs you understand in depth, and for whom you develop a special offer with a differential advantage over the offers of competitors.

Who creates the need for KAM ?

Market Conditions : downturns typically result in less new customers and a need to offset the reductions through existing customers Customers : the size and nature of a customer may require the allocation of a KAM to manage them to ensure satisfaction. Switched on management : customers have cycles both in terms of business and employees KAM reduces the likelihood of a solution being removed by a competitor at a later date.

Benefits:
Greater customer satisfaction Higher customer retention Stronger customer relationships Better managed customer interface Higher barriers to competitor entry

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