Managing Strategic Customers
In recent years, strategic/key account management has become a crucial issue for many companies. Driven by some form of 80/20 rule - 80% of current or potential revenues come from 20% of customers - many firms have come to realize that these customers must be treated somewhat differently from the average customer. Of course, it is one thing to recognize that these accounts should be treated differently, it is quite another to figure out exactly what to do. Many companies are struggling to deal with these questions on a national or regional basis. Increasingly, however, the many forces for globalization are leading companies to address these and even more complex questions on a global basis, the field of managing global accounts.
The purpose of the account management material on this site is to act as a resource for those companies and individuals interested in strategic/key account management at national, regional, and global levels. Managing strategic/key accounts is a complex and difficult business. We wish you luck in this task and hope that these materials will be helpful to you.
Capon, N., and Senn, C., "Global Customer Management Programs: How to Make Them Really Work," California Management Review, 52 (Winter 2010), pp. 32-55.
Capon, N, Potter, D., and Schindler, F., Managing Global Accounts - Chapter 1, (2nd Edition), Bronxville, NY: Wessex, 2008.
Capon, N., Key Account Management and Planning - Chapter 1, New York: Free Press, 2001.
Mathias, P.F. and Capon, N., "Is Your Business Strategy Shaping Your Strategic Account Program," Velocity, Strategic Account Management Association, 6 (1st Quarter 2004), pp. 58-62.
Mathias, P.F. and Capon, N., "Managing Strategic Customer Relationships as Assets: Developing Customer Relationship Capital," Velocity, Strategic Account Management Association, 5 (1st Quarter 2003), pp. 45-49.
