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Key account management 3 (Senn 2013) (The Network perspective (Advantages,…
Key account management 3 (Senn 2013)
reason- concentration
organization becomes more customer-centric
few customers that represent the firm’s strategic business,
fundamental investment choices
co-creation with customers
indicators for a change
Many global customers want a single, responsible point of contact customer manager
Three Customer Asset Management Perspectives
sales
relationship
network perspective
customer portfolio analysis
value creation potential
readiness
willingness to change
Sales perspective
eliciting customer needs
matching them with their firm’s existing product
The Relationship Perspective
a deeper customer asset management approach,
The Network perspective
the deepest level of customer asset management
Challenges
need to sharpen reporting
overcome silo thinking
turf battles
Advantages
Relationship Advantage
Knowledge Advantage
Economic Advantage
Leadership Advantage
Implementation
Mindset
customer asset-oriented.
not costly
context
Competence
talent management efforts