How Come You Can't Identify Your Key Customers?

Download or read book How Come You Can't Identify Your Key Customers? written by Peter Cheverton and published by Kogan Page Publishers. This book was released on 2005-09-03 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: Key account management (KAM) is not a sales initiative, it is a business-wide process that must be managed and supported from the top. This handbook is designed for all those involved in the management of key accounts, but who are uncertain about how these important customers are identified, selected and managed. Peter Cheverton shows how to achieve the core objectives of KAM: retain existing customers in a competitive environment; grow through acquiring new long-term contracts; achieve global "preferred supplier" status; manage customers serviced by several departments in a consistent way; create a customer-intimate business; and achieve operational excellence. According to Cheverton the purpose of KAM is "managing the future" - achieving a realistic balance between objectives, the market opportunity and the resources available. Global cases, tools, techniques and exercises are all included.