February 2015
Intermediate to advanced
416 pages
11h 16m
English
Content preview from Key Account Management, 6th Edition
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It is surprising how many businesses set off on the KAM journey without having properly identified their key accounts. It is as if the task of selection is too troublesome, so they just get on with the application stage, and usually with a long list of customers; very often far too long. The result is, of course, no key account management at all.
The reason for making targeting one of the five tasks within the KAM Model (introduced in Chapter 5 and shown again at Figure 26.1) is to ensure the proper return on our KAM investment. Done with too many customers, the KAM investment is diluted, and the returns negligible. Done with the wrong customers, the investment might be wasted altogether.
Figure 26.1 The KAM model – ...
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