Posts Tagged ‘for’

Account Management

One of the fundamental elements within a methodology of KAM (Key Account Management) or the company strategic account management is the development of an account Plan. Some years ago the account Plan consisted of a living document, is to say that as time went on, was complemented with new facts and new plans. With the development of technology, especially systems CRM type, managing an account plan is much easier, provided that there is adequate technology, account planning methodology and culture at all levels of the company’s management and tracking of account plans. Within a strategy of centralization on the client, it is essential to be able to take a detailed record of all the actions that are developed with the customer. When a KAM methodology is defined within the organization in order to establish better relationships with strategic clients in the Organization, it is necessary that all elements of the account Plan are documented in the CRM system. In the event the company does not have CRM technology for registers this kind of information, must adjust to the reality and make this management through documents developed in word processors or similar. The important thing is that this information is available to all persons who in any way are part of the team that supports the development of activities with this account.

In previous articles we’ve talked about what it means a strategy of KAM. In this installment I will focus in raising some of the main components of the Plan account. I.e. in the KAM methodology resulting information, which can not only be represented by a form or document, but by a large amount of information that is vital to defining the strategy of development of an account. In the following conceptual map, we expose the minimum and main elements that an internal account Plan must contain.

Saying internal, referring to a plan that is for internal consumption of the organization. This information can be extracted to produce a Plan of He has set, which is shared with the client. The Plan’s internal account, as you can see, contains a large amount of information that must be used internally to define the strategy to continue with the account and sizing the potential of opportunities that can be generated in the account. (Note: to navigate the Conceptual map that presented below, click on each of the symbols in (+) to expand the concept.

Freedom Furniture

Freedom furniture is part of the Group Australian Freedom of which brands comoBay Swiss made part and Captn snooze. In general, the Group has 236 stores specializing in the sale of different brands, 4 manufacturing plants, sales above $900 billion and seven distribution centers. Forecast Pro is used to forecast the sales generated by 60 Freedom Furniture stores. Hepke Poutsma, Senior Planner of household products, is responsible for nearly 5,000 items that belong to this classification, sold through 60 stores of Freedom Furniture in Australia and New Zealand, forecast the describes how they have managed to boost their forecast process. Like many companies Freedom Furniture used spreadsheets to prepare their forecasts. Excel is a friendly and flexible tool, however is susceptible to human errors, such errors were affecting the final outcome of the prognosis in Freedom. One of the main drawbacks is that you due to the volume of information that is handled, the leaves of calculation designed for the forecast were acquiring unmanageable dimensions for any user consuming valuable time, another drawback is that given the size of the files, the construction of graphics for patterns is towards impossible. The company’s sales are highly seasonal, and continually introduced new products that are tailored to the preferences of their clients, many products did not have a long history, and even in many cases below two years, which made it difficult to any tool identify patterns of seasonality with the product information only.

Then the company not only needed a tool that could identify seasonal patterns but also could apply them to products with a story limited (less than 2 years). Sales in stores are highly influenced by promotions, then the fact of being able to measure the impact of such events was a requirement vital when selecting a prognostic tool. Due to the complexity of the process of prognosis of Freedom was necessary to have a tool that would be easy to use and flexible in its configuration.