Key Customer Relationships 27 th June 2019 SDA Bocconi, Milan Richard Ilsley Board Member, AKAM Website Professionalising Key Account Management 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 16:45-17.00 Discussion and close
Current Board Members Diana Woodburn Tony Buckley Richard Ilsley Mike Green Fawaz Baddar Chairman, UK Treasurer, Ireland Deputy Chair, UK Deputy Chair, UK Professor, France John Bailey Jakob Rehme Alistair Taylor Olivier Riviere Geoff Quinn GAM Director, UK Professor, Sweden Consultant, UK Consultant, Germany Pfizer, UK Antonella La Rocca Freddy Couchy Armelle Dupont Dominykas Cibulskas Researcher, Norway KAM, France GAM, Switzerland General Manager, Baltics
Update: The Association for Key Account Management Dr Diana Woodburn Chairman, AKAM Website Professionalising Key Account Management 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 Website FREE MEMBER FREE MEMBER MEMBER Member EVENT EVENT NETWORK Resources Customer Experience Mapping Key Customer Relationships Build your Key Account A4KAM. A4KA M.or org Workshop, 26 June, Milan Workshop, 27 June, Milan Management contacts UNDERSTANDING DIAGNOSTICS WEBINAR KAM AND TOOLS RESOURCES Papers and articles For Key Accounts and programmes Presentations and slides VIDEOS CASE STUDIES WORKSHOPS & CONFERENCES Experts and practitioners For learning with colleagues, clarification of your own approach Inputs and outputs
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 So far: • 3 challenging presenters • Vilnius • 1 researched knowledge-based, 2 practitioner/consultant • Dublin drawing on company experience • London • Time to discuss and learn from experts and peers • Amsterdam • Oslo AKAM ‘Technical’ half -day workshops • Paris • New, masterclass approach, emphasis on learning • Lugano • Specific KAM-relevant technique • Milan • Conducted by 1 expert 2019/20: Annual conference • Madrid • Normal conference format • Berlin • Range of KAM subjects • 6 presenters, practitioners, academics, consultants
Coming up in 2019/20 26 th September, Webinar for Members Key Account Team Engagement • Alistair Taylor, Brightbridge Consulting 5 th 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 6 th 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 3 rd & 4 th March, Berlin, Pfizer, Potsdam AKAM ‘Technical’ and 3 rd 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 31 st October • Skype interviews of shortlist by AKAM Board members Announcement at AKAM Conference on 4 th 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 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 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
Membership offers INDIVIDUAL MEMBER CORPORATE MEMBER All this support for your Unlimited members, forum KAM career, just €150 pa. for Directors, 6 places at all Easy sign up through the workshops, programme website. certification ++. €5000 pa. CLUSTER OFFER PROGRAMME MEMBER Sign up 3 as individuals in Exclusive peer forum to same organisation, get 1 support KAM Programme extra FREE. Claim via Directors + 5 individuals. info@A4KAM.org €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!
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