What is a KAM culture and why is it so important in today’s market?
We all know that businesses love a TLA (Three Letter Acronyms) and KAM is just another one of those. It stands for Key Account Management. Many businesses we meet are naturally familiar with KAM whilst others will say “we don’t have key accounts” or “KAM is for bigger companies; we are too small for that”.
- Some clients will repel the concept of KAM and, in the same breath will talk passionately about the ‘strategic partnerships’ that they have with key organisations.
- Others will sell through the channel and have important relationships with distributors or consultants who sell on their behalf.
- Firms in professional services often prefer the term ‘clients’ over ‘customers’.
- Charitable organisations have key relationships rather than the typical ‘customer base’ in a b2b organisation.
What do your key customers say about you when you are not around?
Why is a KAM Culture so important to instil in your organisation in today’s market?
- Do you have a robust KAM strategy that is clear and that everyone understands, accepts and is committed to?
- Do you have the right systems to support the customer and the teams in the business who look after them?
- Do your people have the right level of skills required to deliver excellent service and business growth with our top clients?
How do you identify your top customers? Did you know that 4% of an organisation’s customers often product around 64% of the business?
