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Key Account Management, 5th Edition by Peter Cheverton

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26

Customer classification

It is surprising how many businesses set off on the KAM journey without having identified their key accounts. It is as if the task of selection is too troublesome, so they just get on with it, with everyone. The result is, of course, no Key Account Management.

Figure 26.1 reminds us of the fifth part of the KAM model – targeting – and that it is a key factor in ensuring the proper return on our KAM investment. Done with too many, the KAM investment is diluted, and the returns negligible. Done with the wrong customers, the investment will be wasted.

Figure 26.1  The KAM model – targeting

This is something to get right, ...

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