Defining Customer Relations through SLA and Key Accounts Management
Defining Customer Relations through SLAs and Key Accounts Management
OBJECTIVES
By the end of the program, participants will be able to:
- Appreciate the importance of relationships with customers versus repeated satisfactory transactions.
- Appreciate the role of CRM in collecting, analyzing and using information to strengthen relationships with loyal customers.
- Establish the need for and uses of Service Level Agreements SLA.
- Analyze Account’s Attractiveness and their relative Ability to Serve Key Accounts to apply the Key Account Management principles.
- Use these approaches to improve marketing, sales, customer care and customer contact.
WHO SHOULD ATTEND?
Relationship managers, marketing managers, sales and customer care managers and supervisors as well as senior sales and customer service staff.
COURSE OUTLINE
Customer Relationship
- Importance
- Changing Customer Expectations
- Changing Market Conditions
CRM Defined
- Is CRM Different From “Traditional” Customer Care?
- CRM and Technology
- CRM and People
Using CRM for Customer Care
- Data Collection and Management
- Retaining and Motivating Customers
- Growing Customer Base
Service Level Agreement SLA
- Clarifying the Concept
- Nature of an SLA
Establishing an SLA
- Key Elements
- Customer Requirements
- Supplier Specifications
- Measurements
- Actions
Key Account Management KAM
- Identification of Key Accounts
- Benefits of KAM
- Criteria for Account Attractiveness
- Criteria for Competitive Advantage
Establishing Key Accounts
- Targeting Attractive Accounts
- Capability Analysis
- Prioritizing the Accounts
Managing the Key Accounts
- Range of Relationship
- KAM Strategies
- Monitoring KA Performance