Successful businesses treat their customers well but recognise that not all customers are created equal and nor should be treated at such.
Building a deep understanding into the potential of your customers, your capabilities and the fit between these, promotes the astute selection and targeting of customers.
The focus on such customers can be a significant departure from treating all customers in a similar way. Your business will need to buy-in to this new approach- it can represent a significant organisational change.
The Business Case
To focus and maintain attention behind the pursuit of high worth customers it’s important to generate a ‘key account management business case’ – one that sets realistic expectations for required investment and time frames of returns.
The overall business case supporting key account initiatives should be updated and communicated regularly. Its unlikely to be the only programme in your organisation so it needs to maintain its share of voice to maintain attention and energy.
How we can help
- We’ll guide you on how best to segment your customers, enabling prioritisation behind those critical to your growth. We’ll support your team with a practical process and the right tools. Consideration will include future potential, your competitive position and your organisational capabilities.
- We’ll prompt you to consider what you should demand in return for the added attention you’ll provide to your key customers.
- We’ll work with you on how your high worth customer selection is communicated to gain buy-in from your team.
- For your other customers, we’ll help you determine how best to optimise the resources. Applying selected disciplines e.g. relationship management and value selling, can boost performance with these customers too.
- We’ll organise ‘think tanks’ and workshops to craft the perfect business case to engage your leadership team to actively support your approach.