Key Customer Management Points

Author: (English) Cheverton (Cheverton/P.) / Li Zhihong et al
Publisher:
Publish Date: 2005-03-01
Features: "Thank goodness, finally a management book that truly stands on the practical experience of enterprises. It is indeed an excellent guide that can lead you to successfully identify and select key customers—the most important investment decision for your company. " — Professor Malcolm McDonald
Follow the clear and step-by-step customer identification process of Peter Cheverton, and learn how to set, communicate, and achieve the key objectives of KAM. If you are involved in key customer management, you may sometimes feel anxious, worrying that your customer identification method is not clear, not easily shared, not recognized, or completely wrong. Even, the identification process has been completely ignored... But if you fail to identify who the key customers are, how can you manage them? Peter Cheverton, in a concise and straightforward style, presents the entire process of selecting key customers in ten steps. By reading this book, you will learn:
· Identifying key customers in a competitive environment;
· Acquiring new customers to promote business growth;
· Unifying the management of global or regional customers;
· Creating a company with strong customer relationships;
· Achieving efficient operations.
What made you pick up this book? Perhaps you are already involved in key customer management, but you find that there is no clear, unified, and widely recognized view on how to identify customers, or even the existing identification methods are completely wrong. Maybe there is no identification process at all—everyone just assumes that key customers are big customers. Regardless of your situation, it is certainly causing you frustration and sleepless nights. The process of selecting key customers is actually full of dangerous traps—however, this book will point them all out for you. Moreover, even if you have already clarified through selection which customers should be given special attention, do others agree with your view? If they don’t, you will find that any actions intended to strengthen these customer relationships will be extremely difficult to implement. This book will help you overcome these problems, as well as many others that may arise, through a customer selection process consisting of ten steps. The book is concise, practical, and straight to the point.