KEY ACCOUNT MANAGEMENT: CUSTOMER ANALYSIS AND SELECTION-CREATION OF ADDITIONAL VALUE
Keywords:
Key Account Management, Key Accounts, Key Account Selection, Customer Analysis, Product ValueAbstract
The primary goal of key account management is to develop longterm relationships with customers who are critical to a company's success in order to achieve the company's goals and strategies while also gaining a competitive advantage in the market. In today’s global economy and information society in which we live and work, accomplishing a company’s goals is becoming increasingly difficult. Competition has shifted from a local to a global scale, and customers now have easy access to offers and information from a large number of suppliers. Developing a long-term relationship with a selected group of customers requires a company to implement key account management strategies and objectives that are aligned with the company's global strategies and goals. The company must first define its analysis criteria before conducting a customer portfolio analysis in order to identify and select key accounts. The topic of this paper is about determining the criteria for key account selection, performing an analysis of the customer portfolio, and making a final selection of key accounts, as well as determining the requirements for generating additional value for products and services for customers who, after selection, are considered of particular importance for the business, also known as key accounts.Downloads
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Copyright (c) 2021 Miloš Zečević (Author)
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