Strategic Customer Planning, 2006 Update (Hawksmere Report) by Alan Melkman

By Alan Melkman

This how-to advisor may also help you collect a plan that may paintings to your specific association. you could create a robust client plan that may be carried out instantly.

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

Sample text

At best it will move the relationship forward productively. At worst it can do no harm. Example: A key account manager in an industrial services market reported that a particularly adversarial buyer, on hearing that a plan was being drawn up specifically for his company, became much more accommodating and forthcoming. At its most basic the key account manager should attempt to get the customer to communicate its requirements and plans over the forthcoming twelve months. This may be limited to trying to estimate the customer’s likely demand or be a little broader in terms of gaining an understanding of the customer’s priorities over the planning period.

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Although the process is apparently linear and sequential, it tends in practice to be an iterative one. The first step is to access and update information about the customer in the customer fact file. Maintaining this information is an ongoing process feeding off many sources of data. It requires an efficient data capture system and an easy to access database for storing the information. Steps 2 and 3 are concerned with analysis of the customer data within the context of the overall planning guidelines provided by top management.

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