The importance of the Key Account Management (KAM) has become more important and tougher in recent years as key clients become more demanding, more sophisticated and global in their operations. In order to gain repeat business and build long-term relationships with clients, a complete understanding of the clients business is required. The aim is to develop client relationship in a way that brings mutual benefits and to lead clients' thinking and ultimately build up partnership status by transforming Key Account Manager to a trusted advisor.
Some important Key Accounts of apparel sector are shown in Figure 1
Addressing key areas to achieve the objective:
A typical key account management procedure successfully followed by the author during his tenure in SGS, India and a part of that is shown in Figure 2 as an example.
An example of selection and prioritization map of key accounts is shown in Figure 3:
How to handle Key Accounts?
Most effective quality service
Drivers:
i. Error free reporting and application of precise methods by following standard practices in different business heads/pillars i.e. testing, inspection and code of conduct audit (CCA)
ii. Ensuring and maintaining TAT with respect to testing, inspection and CCA
iii. Recommendations on failures and non-compliance, if necessary
iv. Timely delivery of daily/weekly/monthly reports as and when applicable
v. Stable operational structure wherein movement from one business head/pillar to another is flexible
Effective communication
i. Proper understanding of client needs
ii. Prompt response
Client Contact
i. Meeting by local KAM twice a month
ii. Meeting by national KAM once a month
iii. Meeting by regional KAM on half yearly basis
iv. Meeting by global KAM on yearly basis
Value added services
i. Complimentary need based training programs or seminars on a topic of current interest in testing, inspection and CCA
ii. Regular technical updates
iii. Technical consultancy
Increase interaction
i. Arrangement of "Customers Day" once in a year
ii. Compliments/gifts at important occasion
Business development
i. Interaction with clients
ii. International support from affiliates
Figure 4: Trust is important in KAM activity
What are the Roles & responsibilities of Key Account Manager?
How do we address variables?
How do we define financial goals with respect to time?
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