By Alan Melkman

This how-to consultant may help you assemble a plan that may paintings on your specific association. you could create a strong patron plan that may be carried out instantly.

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Extra info for Strategic Customer Planning, 2006 Update (Hawksmere Report)

Sample text

Analysis that generates information to compile the key account plan. This is discussed further in subsequent chapters of this Report. 2. Planning of short-term campaigns and activities. The fact file will contain data on sales response achieved from previous campaigns and the associated costs. 3. Support in meetings and responding to questions. In some ways the customer fact file is the key account manager’s ‘bible’. It provides the depth and breadth of information about the key account that enables the manager to be the objective source of information about his/her customer.

This is critical because it is unlikely, except in organisations that are well down the path of implementing an integrated strategic account management organisation, that the account manager will have direct control over the key resources needed. Particularly important will be the time inputs needed from other people. This may include time from development engineers, IT system software programmers, product managers and so on who may need to contribute to implement the account strategy. Example: Having gained acceptance and sign-off to the key account plan at senior level, the account manager found that the agreed product development resource was not forthcoming.

S T O R I N G A N D A C C E S S I N G T H E D ATA 5 . M A N A G I N G I N F O R M AT I O N 6. THE ACCOUNT PROFILE 7. SUMMARY B E N C H M A R K I N G T H E C U S T O M E R FA C T F I L E chapter 2 STRATEGIC CUSTOMER PLANNING Chapter 2: The customer fact file 1. Introduction Generally, organisations will possess significant amounts of data about their key customers. Unfortunately, much of it resides in the heads of the individuals who deal with the account, often in a somewhat unstructured manner.

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