The execution process of the key account management plan mainly includes the following steps:
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Customer analysis: First of all, it is necessary to conduct detailed analysis of large customers, including research on customer needs, preferences, consumption habits, value potential, etc., in order to formulate targeted management plans.
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Develop management strategies: Based on the results of customer analysis, formulate targeted management strategies, including strategies on how to improve customer satisfaction, how to increase customer loyalty, and how to expand customer value.
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Customer classification: Classify large customers, carry out classified management according to their importance and value, and carry out more targeted management work.
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Customer relationship maintenance: Establish a sound customer relationship maintenance mechanism, including regular visits to customers, providing personalized services, solving customer problems, etc., to enhance customer stickiness to the company.
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Performance evaluation: Establish a customer performance evaluation system to evaluate customers' value contributions, adjust management strategies in a timely manner, and ensure the effective implementation of management plans.
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Continuous improvement: Continuously summarize experience, continuously improve the key account management plan based on customer feedback and market changes, and maintain its effectiveness and competitiveness.
One case is that a company conducted a detailed analysis of its large customers and found that some of them had a tendency to churn in the near future. After in-depth investigation, it was found that these customers mainly chose to lose due to the decline in service quality and the preferential policies of competitors. The company immediately formulated targeted management strategies, including measures to improve service quality, formulate preferential policies, and strengthen customer communication. After a period of implementation, the churn rate of this part of customers has been effectively controlled, and customer satisfaction and loyalty have also been significantly improved.
