Developing Strategic Customers and Key Accounts

CONTENTS

• Executive summary
• Part 1
• 1 Developing strategic customers: in perspective
• Introduction: background to the project
• The research and its methodology
• Just what is a strategic customer?
• The objectives of this report
• Headlines from the research
• Sorting out the most from the least effective
• Comparing the best with the worst
• 2 Roles and responsibilities: who's in the team?
• The value of personal relationships
• Chairmen and managing directors/CEOs
• Marketing and sales directors/managers
• Other roles
• Key findings in summary
• 3 How and why suppliers select strategic customers
• Customer focus and orientation
• Calculate your own customer orientation factor
• Selecting and developing strategic customers
• Why develop strategic customers?
• Whatever happened to successful partnering?
• How are you doing with those you know?
• Which customers have greatest strategic potential?
• Critical success factors in strategic customer selection
• Key findings in summary
• 4 Securing and growing strategic customer business
• Adopting a customer-oriented state of mind
• Focusing sales people on tomorrow
• Building strategic customer business
• Developing the relationship
• Focusing on the customer: looking in
• Focusing on the customer: looking out
• Differentiating your service
• Adding value to customer relationships
• Negotiating terms of business
• Key findings in summary
• 5 Key activities in locking out the competition
• Arming for the competitive war
• Keeping the customer in
• Locking the competition out
• Differentiating your service
• Working together with strategic customers
• Negotiating terms of business
• Protecting your relationship
• Key findings in summary
• 6 Realising the benefits of strategic customer relationships
• Achieving business objectives
• Enhancing your company's position
• Increasing market share and coverage
• Improving growth and profitability
• Reducing costs
• Key findings in summary
• 7 Harnessing new technologies
• The role of tomorrow's technologies
• Contrasting views of six technologies
• Key findings in summary
• 8 Strategic customers: key issues for the future
• A look at the future
• Growth in partnering
• Partnering: a view from the front-line
• Spread of electronic commerce
• Spread and complexity of strategic alliances
• Introduction of European Monetary Union
• Internationalisation of trade
• Reduction in suppliers to major competitors
• Global/regional purchasing
• Dynamics of global economic power
• Key findings in summary
• 9 A new model for strategic customer development
• Strategic customer development model
• Strategic customer development process
• Example model and process applications
• A best practice model
• Part 2
• Case studies
• Brierley-Almond/ASDA
• British Aerospace
• IBM
• Simon Jersey
• Volvo Car UK
• Willmott Dixon
• Appendices
• Research survey statistical summary
• Further reading

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