Marketing Key Accounts

The customer marketing is the performance of the company specific customer groups In the Center is the idea of editing a segmented customer base with specific marketing actions. The differentiation is done mostly to small customers, on the one hand and key customers (key accounts) on the other hand. While especially the cost-effectiveness of the measures at the Centre in the small customer management, customer-specific solutions aimed at the key account management. Key accounts is considered to be only 20% of the customer base. They combine but often up to 80% of the total turnover of the provider. Key account management aligns with the strategic and operational activities on the important customers and bundles the customized combinations of performance measures. Key account management has special importance in the industry.

The results of the study show that single-sourcing strategies or partnership systems also force companies to focus on their customers in the long term. The direct contact to the customer must be sought, to its claims and problems to know. Key account management by combining customer-oriented activities can help to take advantage of synergies between provider and customer. Through an integration of value chains, minimizes interface issues and coordinates the tasks between the companies. Reduce the cost of a traditional division of labour, and the provider services are transparent to the customer. The provider company reduces duplication in the customer processing and support.

CF. Becker, Jorg: intellectual capital report with customer barometer, ISBN 9783837051773. performance or partner systems such as the key account management require an active focus on the customer by the provider. These concepts emphasize the central importance of personal relationships. This becomes especially clear when linking of material and services to power systems. Here, not only the kind of provider decides the success, but is the service rendered by the employee to the customer to a central competitive factor. He is also in the key account management personal contact in the Center. This is the relationship management comes in. Through targeted the personal relationship with the individual customer care, the company can align their own activities on its claims and build differentiation advantage over the competition. Suppliers can gain information and align their own activities on the potential business. A personal relationships is important in direct cooperation with key customers. Important management functions be given to decentralised customer structures key account management. Information about the customer contacts must be bundled and services adapted to the specific needs of different areas. Developments in customer and competitor behaviour must be observed and evaluated in their effects on their own position. CF. Becker, Jorg: intellectual capital report with customer barometer, ISBN 9783837051773. Jorg Becker

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