August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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Individual key account plans appear to be of particular significance in driving customer satisfaction.
Davies and Ryals (2014: 1191)
Starting to plan
Typically, a key account plan’s summary page would signal clearly the importance of the customer, the quality of relationship and the key aspirations for the future, as demonstrated in Figure 5.1.
Figure 5.1 Key account plan summary page
SOURCE adapted from B Rogers teaching material, Portsmouth Business School
HGD is a regular customer with a high growth rate. Although the level of growth is expected to decrease over time, it is critical to increase account ...
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