The handbook of key customer relationship management: the definitive guide to winning, managing and developing key account business
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Financial Times Prentice Hall
2001
|
| Ausgabe: | 1. publ. in Great Britain |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 401 S. graph. Darst. |
| ISBN: | 0273650319 |
Internformat
MARC
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| 245 | 1 | 0 | |a The handbook of key customer relationship management |b the definitive guide to winning, managing and developing key account business |c Ken Burnett |
| 250 | |a 1. publ. in Great Britain | ||
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| 650 | 4 | |a Relations avec la clientèle | |
| 650 | 7 | |a Relations avec la clientèle |2 ram | |
| 650 | 7 | |a Satisfaction du consommateur - Gestion |2 ram | |
| 650 | 4 | |a Customer relations |x Management | |
| 650 | 4 | |a Relationship marketing | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Figures ix
Tables x
About the author xii
Acknowledgements xiv
Overview xv
1. So how much do you really know about KCRM? 1
Self evaluation 2
How can key customers be managed ? 3
What will KCRM do for your company? 10
Is KCRM right for your company? 14
How does KCRM affect the sales function? 19
What are the implications for human resources? 21
How do I make KCRM work in my organization? 24
Summary 24
Exhibit 1 a The pan European contract 26
2. Is your organization really customer driven? 31
Self evaluation 32
Evolution and revolution 33
The changing face of purchasing 36
Exhibit 2a Siemens purchasing strategy 39
Exhibit 2b Nissan (UK) purchasing strategy 42
Exhibit 2c Dow Corning (Europe) purchasing strategy 43
The influence of the quality movement 48
Gaining and sustaining competitive advantage 50
Summary 61
/Z. How much do you really know about your
A customers? 63
Self evaluation 64
What is a key customer? 65
vi CONTENTS
How do you prioritize key customers? 66
Other implications in evaluating attractiveness 73
Measuring the current relationship status with key customers 79
Calculating attractiveness and relationship status scores 79
The nine cell customer strategy grid 82
How do you develop strategies to increase key customer business? 84
What can you do to develop positive key customer relationships? 86
Relationship bonding 87
Summary 102
, 4. How much do you really know about creating an
Y effective KCRM organization? 103
Self evaluation 104
Doing the right things before doing things right 105
Analyzing the customer mix 105
Exhibit 4a Customer management structure: the Apex Component
Company coverage plan 114
Exhibit 4b Customer management structure: The Xerox Company 121
How do you plan internal resources? 122
How can you improve your sales forecasting? 127
How do customer teams work? 129
Summary 132
5. How much do you really know about planning
your business? 134
Self evaluation 135
The key customer manager as adviser and counsellor 137
Supporting the value chain in your business 138
Why do you need a business plan? 141
How do you structure a company business plan? 143
Summary 160
6. Do you really know how profitable your key
customers are? 161
Self evaluation 162
Competing for resources 163
How to create a key customer profitability statement 165
CONTENTS vii
Exhibit 6a Profitability statement: fast moving consumer goods 169
Exhibit 6b Profitability statement: industrial companies 170
The horizontal costing system 170
Summary 181
7. Do you really have a business plan for each of
your key customers? 182
Self evaluation 183
Using information to create a business building plan 184
The customer development planning process 186
Customer mapping identifies the soft information 195
Performance reviews and competitive value analysis 216
Customer penetration strategies 224
Summary 228
8. How much do you really know about selling your
ideas? 230
The KCRM culture shift 231
How can you make communication more effective? 232
Making written proposals more effective 238
Making better one to one presentations 238
The skills of the effective communicator 239
Summary 240
Exhibit 8a Presentation to directors: Farmhouse Foods Ltd 240
Exhibit 8b Presentation to customers: Pennyweather Paper Mills 245
9. How much do you really know about CRM information
technology? 249
Self evaluation 250
Strategy before software 251
Front end sales automation systems 253
How do you evaluate CRM software? 256
What are your objectives in CRM system implementation? 258
Ten implementation success factors 259
An action plan for implementing a CRM system 262
What to look for in an effective CRM system 270
Summary 274
viii CONTENTS
10. How much do you really know about motivating
people and building effective customer teams? 276
Self evaluation 277
Sharpening our sensitivities 283
Behaviours, attitudes and personality 284
A structured approach to motivation analysis 285
Motivation analysis 1: needs 287
Motivation analysis 2: roles 290
The group dynamics of key customer teams 294
Internal team dynamics 300
Everybody has a team role 300
How do you build effective customer teams? 305
The games people play planning and leadership 308
Summary 313
11. How much do you really know about negotiating
with key customers? 314
The best game in town 315
Negotiation as a process 316
The fabric of negotiation 320
The games people play negative negotiation 329
The tools of negotiation 334
Negotiating styles 348
The six phases of negotiation 353
The negotiation audit 358
Summary of negotiation principles 359
12. You don t bring me flowers any more 364
Why are customers lost? 365
Changing the organization to meet specific customer needs 369
The distraction of competitive focus 372
An excess of quality? 373
Appendix A: Customer development plan 375
Appendix B: Competitive value analysis 389
Index 395
Figures
Figure 0.1 Implementing key customer relationship management xix
Figure 1.1 Value cascade Dell Computers 11
Figure 2.1 The purchasing matrix 39
Figure 3.1 The nine cell customer strategy grid 82
Figure 3.2 The nine cell customer strategy grid
(spreadsheet bubble chart) 84
Figure 3.3 Strategic options for key customers 86
Figure 4.1 The Pareto distribution curve 108
Figure 5.1 Forces influencing the value chain 138
Figure 5.2 Base line projection and wish objectives 147
Figure 6.1 The profitability of large and small customers 165
Figure 6.2 Relationship between number of customers and profitability 177
Figure 7.1 The customer development planning process 187
Figure 7.2 Performance review and competitive value analysis 223
a Competitive quality performance profiles 223
b Competitive value analysis bubble chart 223
Figure 8.1 The communication grid 239
Figure 11.1 The five styles of negotiation 350
Tables
Table 1.1 Capturable customer value (CCV) drivers in various markets 15
Table 1.2 The benefits of collaborative supplier customer relationships 20
Table 2.1 Differences in company cost structures 51
Table 3.1 Comparison of results of old and new sales strategies 69
Table 3.2 The attractiveness and current relationship status evaluation 81
Table 4.1 Pareto list cumulative turnover against number of customers 107
Table 4.2 Apex Component Company: three year sales coverage plan 114
A Top ten customers coverage plan 114
B General business coverage plan 115
C Development customers coverage plan 115
D Overall three year sales coverage plan summary 115
Table 4.3 Apex: correlation between customer size and call frequency 117
Table 4.4 Sales administration workload calculation 126
Table 4.5 A method for forecasting contract sales 129
Table 5.1 Summary of company business plan documentation 144
Table 5.2 Examples of environmental impact and response 145
Table 6.1 Different methods of calculating profit 175
Table 6.2 Implementing a horizontal information system 179
Table 7.1 The decision making process 197
Table 7.2 Influencing sources 206
Table 7.3 Internal relationships 208
Table 7.4 External relationships 210
Table 7.5 Committee structure 211
Table 7.6 Key events and activities 212
Table 7.7 Motivation analysis 215
Table 7.8 Simplified customer map 217
Table 7.9 Example of basic supplier rating system result for third
quarter 2000 219
Table 7.10 The performance quality review calculation example 222
Table 8.1 Farmhouse Foods product cost structure 244
Table 8.2 Basic Pennyweather data and financial advantage of P36 247
TABLES xi
Table 9.1 Three basic categories of front end sales automation
systems 255
Table 10.1 Motivation structure 287
Table 10.2 Motivational analysis of needs 288
Table 10.3 Motivational analysis of roles 291
|
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| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. in Great Britain |
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| id | DE-604.BV013660463 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:49:47Z |
| institution | BVB |
| isbn | 0273650319 |
| language | English |
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| spelling | Burnett, Ken 1930- Verfasser (DE-588)118076000 aut The handbook of key customer relationship management the definitive guide to winning, managing and developing key account business Ken Burnett 1. publ. in Great Britain London Financial Times Prentice Hall 2001 401 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Fidélisation ram Marketing relationnel Marketing relationnel ram Relations avec la clientèle Relations avec la clientèle ram Satisfaction du consommateur - Gestion ram Customer relations Management Relationship marketing Beziehungsmanagement (DE-588)4326109-7 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 s Beziehungsmanagement (DE-588)4326109-7 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009334434&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Burnett, Ken 1930- The handbook of key customer relationship management the definitive guide to winning, managing and developing key account business Fidélisation ram Marketing relationnel Marketing relationnel ram Relations avec la clientèle Relations avec la clientèle ram Satisfaction du consommateur - Gestion ram Customer relations Management Relationship marketing Beziehungsmanagement (DE-588)4326109-7 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| subject_GND | (DE-588)4326109-7 (DE-588)4236865-0 |
| title | The handbook of key customer relationship management the definitive guide to winning, managing and developing key account business |
| title_auth | The handbook of key customer relationship management the definitive guide to winning, managing and developing key account business |
| title_exact_search | The handbook of key customer relationship management the definitive guide to winning, managing and developing key account business |
| title_full | The handbook of key customer relationship management the definitive guide to winning, managing and developing key account business Ken Burnett |
| title_fullStr | The handbook of key customer relationship management the definitive guide to winning, managing and developing key account business Ken Burnett |
| title_full_unstemmed | The handbook of key customer relationship management the definitive guide to winning, managing and developing key account business Ken Burnett |
| title_short | The handbook of key customer relationship management |
| title_sort | the handbook of key customer relationship management the definitive guide to winning managing and developing key account business |
| title_sub | the definitive guide to winning, managing and developing key account business |
| topic | Fidélisation ram Marketing relationnel Marketing relationnel ram Relations avec la clientèle Relations avec la clientèle ram Satisfaction du consommateur - Gestion ram Customer relations Management Relationship marketing Beziehungsmanagement (DE-588)4326109-7 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| topic_facet | Fidélisation Marketing relationnel Relations avec la clientèle Satisfaction du consommateur - Gestion Customer relations Management Relationship marketing Beziehungsmanagement Kundenmanagement |
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