Thorogood Reports Series Read Description

Strategic Customer Planning Edition 2

Spiral bound
June 2006
More details
  • Publisher
  • Published
    30th June 2006
  • ISBN 9781854183880
  • Language English
  • Pages 292 pp.
  • Size 8.25" x 11.75"

This report guides you through the myriad challenges faced by industrial, consumer product and service companies in today’s uncertain world. Each chapter explores a different part of the strategic customer planning process, explaining the methodology and planning techniques and structures, using examples, formats and checklists to help you implement key account plans. In particular:

- Learn how to analyze the threats and take advantage of the opportunities emerging from key new markets such as India and China.
- Learn how to deliver additional value to justify price differentials.
- Explore the effective steering of customer relationships and use of CRM systems.

Strategic Customer Planning is very much a "how to" Report, providing you with the tools to compile a plan tailored to your organization’s specific requirements. Charts, checklists and diagrams all smooth the process.

This report will help you master:

- The crucial steps of key account planning
- The keys to analyzing customer relationships
- The special techniques of bonding mechanisms
- The latest technologies for competitive strategic development
- New developments in CRM systems.

1) The Key Account Planning Process; 2) The Customer Fact File; 3) Analysing Performance Data; 4) Customer Relationship Analysis; 5) Conducting The SWOT Analysis; 6) Picturing The Future; 7) Creating The Future; 8) Implementing The Key Account Plan; 9) Account Planning Formats

Alan Melkma

Alan Melkma is Managing Director of Marketing Dynamics Ltd. He specializes in customer and strategic account management, implications of Internet based technologies for the marketing and sales function, effective selling, strategic and marketing planning. He has been a consultant for over 30 years, with substantial experience working for many organizations across a number of markets and varying cultures.