Key account management (CAME) (key account = key customer) is subrange customer marketing. Key account management developed into the 1970er years.

Primarily key account management means the support of big customers by special managers. Characteristics of this support are an customer-oriented attitude, differentiated working on forms, special organization forms and work methods/techniques. Reasons for the structure of a key account management lie primarily in the function to reach a platform for obtaining growth in the markets. In addition the long-term development of the business relations with the "“old customers"” as well as the recruitment of new customers and safety device the local market sewing belong. In practice keys account management are often global organized (global key account management). The mechanism of a key account management is primarily meaningful, if the size of the customer (demand) - or its value (customer value) as reference and/or multiplicator - according to largely and the customer structure is complex (e.g. high-technological, consultingintensive products). In addition, on the other hand within the range of the consumer goods key account management constantly one practices.

A goal of the key account management is a long-term structure of the Kundenbeziehungen.

Professional key account management contains the customer service above the so-called cover"”, i.e. it goes separating no longer alone around the sales of products and services around the optimization of the customer processes and around the increase of the results of the Topkunden.

Good keys account manager are both Hunter and Farmer. They have to care for on the one hand the customer to maintain the Kundenbeziehung and on the other hand apply it to win individual projects at the respective customer because many big customers have at least 2-3 Top suppliers for an individual project to the selection.

See also

• Key account
• Key account manager

Articles in category "Key account management"

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Related Websites

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• AGSM 2006 - Key Account Management
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• Key Account Management - Best Practice
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