Formation/Cours

At the end of the course the student should be able to :
The main objective of this elective is to demonstrate competence in Key Customer Relations Management (KCRM) also known as Key Account Management (KAM) at both the planning and relationship management levels. Excellent KCRM requires a strong analytical approach, good planning skills and excellent relationship management skills. The elective will also surface the different roles that Key Account Managers have when compared to more traditional sales roles and will focus on the importance of aligning the organisation around customers including the alignment of the key acount team internally.
At the end of the module, participants will be able to:
• Develop and implement Key Account Plans
• Develop Customer Portfolios
• Create effective value propositions
• Understand the role of the Key Account Manager
This learning objective is assessed through simulations

The course covers eight key areas of KCRM:
1. World Class Key Account Management
2. Selecting and Categorising Key Customers
3. The Customer Analysis Toolkit
4. Completing a 9 box SWOT
5. Relationship Mapping
6. Developing Value Propositions
7. Customer Profitability and Measuring Success
8. The Role of the Key Account Manager and the Key Account Team