Account Relationship Management
All companies want to acquire and retain more accounts - which include both individuals and firms. But the number of accounts that each company has is not a guarantee of a consistent flow of sales. What we need to focus on are accounts that consider us as valuable partner suppliers and not just vendors. The loyalty of our clients is built not just on our ability to deliver good products or services at good price levels - it is about how relate or connect with them. In the highly competitive market space that each company operates in, it is crucial to win and keep customers. Most companies have focused their sales and marketing efforts on attracting new customers. But they have shown varying results when it comes to retaining their most valuable accounts. The way we build and strengthen relationships with the various accounts we have cannot be done with a one-size-fits all approach. We need to understand that each account may vary in needs and preferences as well as personalities and attitudes when dealing with sales professionals. Most companies have invested a lot in relationship management technology and software just to keep true to developing this competency. However, the focus has been on the technology and failed to give proper attention to the employees who will use the technology. This Seminar's Difference: Managing account relationships is both a strategy and a tool. When we apply it to our businesses, customer loyalty is not because of a "happy accident" - it is a conscious and deliberate goal derived from careful study, planning and implementation. This Account Relationship Management program seeks to provide the basics on how to build customer relationships by focusing not on the technology but on the people, processes and clients that we serve. In the process, we focus on strengthening both the Business Bond and the Human Bond that we have with each client or account. This program will provide practical concepts, tools and templates to help the participants on how to study and apply improved customer-centered Relationship Management approaches that would benefit their bu sinesses' present and future success. This program is intended to: Module I - The Fundamentals of Relationship Management A. Account Relationship Management Defined B. Benefits of Relationship Management C. Situation Analysis for Account Relationship Management Implementation Module II - Relationship Management Elements and Tools A. Defining your Relationship Management Focus B. Account Relationship Management Drivers C. People D. Relationship Management Applications Module III - Relationship Management Applications
New Roman"; mso-fareast-language: EN-US;">A. Basics of Operational Relationship Management 2. Applications to Marketing Services B. Basics of Analytical and Collaborative Relationship Management Module IV - Identifying Relationship Management Improvement Areas A. Client Needs Assessment B. Implementation and Actions C. Delivery of Solution Module V - Account Relationship Management Action Plan A. Analyzing your Company's Account Relationship Management Situation
1. Promote a deeper understanding on the concepts and practice of Account Relationship Management
2. Present key analytical tools and techniques that would help in developing strategies and tactics for acquiring and retaining customers
3. Share different Account Relationship Management approaches based on actual company scenarios and best practices
4. Help in the development of an applicable and relevant Account Relationship Management Action Plans for your company
1. Transactional vs. Relationship Business Orientation
2. Shifting from a Product-Centered to a Customer-Centered Business Model
3. The Evolution of Customer Relationships
4. The Customer's Mind Ladder of Loyalty
1. Analyzing the Reasons behind Customer Loyalty
2. Customer Lifetime Value and the Customer Life Cycle
1. Analyzing your Company's Relationship Management Stage
2. Setting your Expectations for using Account Relationship Management
1. Account Relationship Management as a Business Practice
2. Avoiding the "Relationship Management is Technology" Trap
3. Relationship Management Needs Assessment Checklist
4. Account Relationship Management Examples
a. Business to Business Markets
b. Business to Consumer Markets
1. Account Relationship Management Strategy Framework
2. Organizational Structure
3. Technology and Process Implementation
1. The Importance of Employee Buy-in to Relationship Management
2. External and Internal Brand Equity
3. Marketing your Relationship Management Initiative to your People
1. Aligning your Strategy to your Customers
2. Relationship Management Software Providers
3. Types of Relationship Management Tools
1. Applications to the Sales Force
bsp; a. Account Management
b. Opportunity Management
c. Sales Pipeline Management
a. Campaign Management
b. Marketing Communications
c. Contact Management
3. Applications to Service
a. Service Contracts and Procedures
b. Workflow Management
1. Customer and Competitive Intelligence
2. Channel and Distribution Management
3. Customer Contact Centers
4. Customer Interaction Processes
1. Analyzing Customer Needs and Preferences
2. Defining your Company's Strong and Weak Points
1. Analyzing your Portfolio of Products and/or Services
2. Assessing your Relationship Management Goals vs. Company Support and Delivery Capabilities
3. Defining the Customer Value you want to Create and/or Deliver
1. Assessing how to exceed Customer Expectations
2. Analyzing how you can help your Customers earn and/or save money
3. Moving from ordinary Vendor to valued Partner
B. Setting your Objectives: Attraction, Retention or Both?
C. Analyzing the Root Causes of Customer Defections
D. Defining your Account Relationship Management Strategy and Tactics
E. Stating Milestones, Procedures, Timelines and Resources Needed
F. Implementing and Evaluating your Account Relationship Management Action Plan
Please note:
P6, 500+VAT rate applicable until February 11, 2010
P7, 500+VAT rate applicable starting February 12, 2010
P8, 500 rate for on-site payments
