Key Customer Relationships 27 th June 2019 SDA Bocconi, Milan - - PowerPoint PPT Presentation

Key Customer Relationships

27th June 2019 SDA Bocconi, Milan

Richard Ilsley Board Member, AKAM

Professionalising Key Account Management

Website

A4KAM.org

Agenda

Time Session 9:30 Welcome and agenda 9:50 How to stay successful in long-term customer relationships: A case study from automotive Andrea Busnelli, Client Director, Automotive Industry, IBM and Professor Marco Sisti, SDA Bocconi School of Management 11:20 Break 11:40 Key Account Management in the hospitality industry, fast changing & hyper growing business Andrea Dori, Head of International Key Account Department, Illycaffe 12:45 Lunch 13:45 Key Account Management in the hospitality industry (cont.) 14:15 The latest in AKAM activities 14:45 Break 15.05 Growing your business - by having a structured approach to managing customer experience Michael Widing, Customer Experience and Insight Manager, Hiab AB 16:45-17.00Discussion and close

Current Board Members

Diana Woodburn Chairman, UK Armelle Dupont GAM, Switzerland Jakob Rehme Professor, Sweden Mike Green Deputy Chair, UK Tony Buckley Treasurer, Ireland Richard Ilsley Deputy Chair, UK Freddy Couchy KAM, France Antonella La Rocca Researcher, Norway Olivier Riviere Consultant, Germany Fawaz Baddar Professor, France Geoff Quinn Pfizer, UK John Bailey GAM Director, UK Alistair Taylor Consultant, UK Dominykas Cibulskas General Manager, Baltics

Update: The Association for Key Account Management

Dr Diana Woodburn Chairman, AKAM Professionalising Key Account Management

Website

A4KAM.org

What is AKAM?

Mission:

• To improve KAM understanding and standards of practice
• To gain recognition of KAM professionals and KAM as a distinct discipline

Who/what are we?

• Not-for-profit professional organisation for people involved in KAM
• Supportive community of KAM people: corporates, individuals,

academics and consultants

• Hub for KAM knowledge and activity

What are we doing to support you?

Serving members when and where they need it

FREE MEMBER EVENT

Customer Experience Mapping Workshop, 26 June, Milan

FREE MEMBER EVENT

Key Customer Relationships Workshop, 27 June, Milan

MEMBER NETWORK

Build your Key Account Management contacts

UNDERSTANDING KAM

Papers and articles

DIAGNOSTICS AND TOOLS

For Key Accounts and programmes

WEBINAR RESOURCES

Presentations and slides

VIDEOS

Experts and practitioners

CASE STUDIES

For learning with colleagues, clarification of your own approach

WORKSHOPS & CONFERENCES

Inputs and outputs

Website Member Resources A4KA A4KAM. M.or

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Understanding Key Account Management: papers and articles

Insight into Key Account Management, whenever and wherever you need it

Why are senior managers (not) involved with their firm’s most important customers?

There are radically different views on whether senior management should or should not be directly concerned with key customers. Sometimes challenging issues require the authority of the CEO, and senior managers in direct customer contact are generally more sympathetic to and accommodating about their needs and expectations. Customers have a view about their position with the supplier company and take the seniority of the people they see as a strong indication of their importance to the supplier. So why doesn't it happen? In this complete Masters thesis Victor Wullink reports his findings on top management involvement in several very different companies.

• Victor's findings from interviews in each company are extracted in our Case Study section for you to bounce off

colleagues - which best describes your senior management's approach, is that how it should be, and why?

Diagnostics and tools

Process mapping for key accounts Organisational fitness for KAM: litmus test Valuing Key Accounts Measuring KAM input Frameworks for designing and assessing performance & reward schemes Customer information collection and analysis framework Transitioning to KAM (1): transitioning curve and checklist Transitioning to KAM (2): detailed audit and action checklist Customer readiness for KAM: quick checklist Key account strategic plans (1): format Key account strategic plans (2): worksheets

Learning and networking

Main whole-day workshops:

• Specific KAM topic
• 3 challenging presenters
• 1 researched knowledge-based, 2 practitioner/consultant

drawing on company experience

• Time to discuss and learn from experts and peers

AKAM ‘Technical’ half-day workshops

• New, masterclass approach, emphasis on learning
• Specific KAM-relevant technique
• Conducted by 1 expert

Annual conference

• Normal conference format
• Range of KAM subjects
• 6 presenters, practitioners, academics, consultants

So far:

• Vilnius
• Dublin
• London
• Amsterdam
• Oslo
• Paris
• Lugano
• Milan

2019/20:

• Madrid
• Berlin

Coming up in 2019/20

26th September, Webinar for Members Key Account Team Engagement

• Alistair Taylor, Brightbridge Consulting

5th November, Madrid, Campo de las Naciones (right by the airport!) AKAM ‘Technical’: Value co-creation

• Richard Ilsley, SMCG & AKAM Deputy Chair
• Learning the techniques used by professionals

6th November, Madrid, Campo de las Naciones What is Value in Key Account Management?

• Chris Blundell, VP Global Accounts, BT
• Dr Antonella la Rocca, Associate Professor, Rennes School of Business
• Mark Davies, European Director for Marketing and Innovation, Graphic Packaging

3rd & 4th March, Berlin, Pfizer, Potsdam AKAM ‘Technical’ and 3rd Annual Conference

e.g. Account-based marketing in KAM, Andrea Clatworthy, Fujitsu

Recognition: Key Account Manager of the Year Award

• Key Account Manager of the Year Award to recognise

and celebrate great KAM practice

• Simple first stage: explain what a great job you’ve done

in just 500 words (any time in last 3 years) – or nominate someone else By 31st October

• Skype interviews of shortlist by AKAM Board members
• Announcement at AKAM Conference on 4th March

Berlin & presentation of Award

It could be you! Show the world how good you are – you deserve recognition!

Recognition: Qualifications

• AKAM Diploma in Key Account Management: first independent

international qualification

• Open to individuals – clear instructions and guidance on the website
• Certifying KAM development programmes in universities, corporates

and independent providers

• E.g. IESEG International Masters in Business Negotiation students:

pass + AKAM case study = AKAM Diploma in Key Account Management (by study). Second cohort.

What else

Adding to knowledge - Research on Job Descriptions

• We want to know: Are they genuinely Key Account Manager posts or really sales?

What do they contain? What elements are common? What’s missing? What is best practice?

• Just send any job description you have to info@a4kam.org – no companies or

sources will be identifiable in the report

Helping people find jobs - AKAM People Exchange

• We upload CVs and preferences for anyone seeking a KAM job
• Separate section for recruitment ads, another for students seeking internships
• Free of cost to all

Sharing information and experience - AKAM Bulletin

• AKAM news and events, KAM challenges and two articles
• Every 6ish weeks, free to all
• Sign up via the website

Membership offers

INDIVIDUAL MEMBER All this support for your KAM career, just €150 pa. Easy sign up through the website. CLUSTER OFFER Sign up 3 as individuals in same organisation, get 1 extra FREE. Claim via info@A4KAM.org CORPORATE MEMBER Unlimited members, forum for Directors, 6 places at all workshops, programme certification ++. €5000 pa. PROGRAMME MEMBER Exclusive peer forum to support KAM Programme Directors + 5 individuals. €2,500 pa. And if you step up your membership during the year, we’ll credit you with any superceded membership fees.

Action

• KAM of the Year Award: enter yourself or someone else
• Register for Madrid meetings on Value creation (NB AKAM Technical is size

limited, don’t wait too long)

• Consider how your company would benefit from becoming a corporate

member

• Have a good trawl through Member Resources so you know what is there

when you need it.

• Email the Member Network for practical issues and advice from peers
• Connect with us on social media:

Twitter: @AKAM_official LinkedIN: The Association for Key Account Management

Stay in touch!