Learning- Key Account Management

Marketers should focus upon return on investment.

Key Account Management is necessary for:

• Customer centric approach

• High quality service
• Future growth and scope.

The types of KAM to be implemented can be selected by seeing whether it’s a transactional business
or a relational business and if the formalisation is low or high.

• Low formalisation and Transactional Business: Unstructured KAM, No KAM, CARD KAM
• High formalisation and Transactional Business: Basic or Cooperative KAM
• Low formalisation and Relational Business: Country Club KAM
• High formalisation and Relational Business: Seamless or Interdependent KAM.