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Key Account Management and Customer Retention

Categories: Sales & Marketing
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About Course

Manage important customer relationships through suitable account selection, stakeholder understanding, joint plans, service reviews and responsible renewal. Practise account economics, health indicators and retention measures using fictional portfolios.

What Will You Learn?

  • LO01: Prioritise accounts using economics, fit and verified stakeholder roles.
  • LO02: Build a joint account plan and run a useful performance review.
  • LO03: Interpret account-health evidence and manage service recovery.
  • LO04: Calculate retention measures and prepare an appropriate renewal.
  • LO05: Learn from churn and integrate actions into a realistic account plan.

Course Content

Select and understand accounts
Assess strategic fit, economics and stakeholder responsibilities.

  • 01. Select key accounts with evidence
  • 02. Map stakeholders and maintain relationship continuity

Plan and review value
Build shared objectives and evidence-based business reviews.

Manage health and service recovery
Interpret warning signs and coordinate corrective action.

Measure retention and prepare renewal
Calculate customer and revenue retention and develop suitable renewal options.

Learn and integrate
Analyse losses and prepare a complete account plan.

Assessment

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