Description
Increasingly firms are realizing that customers are their critical assets. Further, a subset of customers can be designated as strategic customers (accounts) - those that really matter for the firm's future. Finally, many of these customers operate around the world - they are truly global customers. In this book, we take the strong position that to manage these global strategic customers, the firm needs a program designed specifically for them. This book is about developing and maintaining a global account program.
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Increasingly, executives are realizing their company's future relies heavily upon their success with global customers. And global and domestic customers are worlds apart. To manage these global strategic customers, a company needs a program designed specifically for them. In this cutting-edge new book, three global account authorities share their practical and proven insight for developing and maintaining an effective global account program. Drawing on their extensive collective experiences, the authors detail nine critical success factors for designing and executing a world-class global account management program. MANAGING GLOBAL ACCOUNTS delivers invaluable tips for selecting global accounts, developing line organization, securing senior management commitment, finding effective account managers, demonstrating value, optimizing the global account relationship, and more.
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