• What is KAM
    • KAM Definition
    • KAM Competencies
  • KAM of the Year
  • About AKAM
  • Events
  • Qualifications
    • PostGraduate Certificate
    • PostGraduate Diploma
    • Professional Diploma
    • Doctorate in Business Administration
  • Join AKAM
  • Login
  • What is KAM
    • KAM Definition
    • KAM Competencies
  • KAM of the Year
  • About AKAM
  • Events
  • Qualifications
    • PostGraduate Certificate
    • PostGraduate Diploma
    • Professional Diploma
    • Doctorate in Business Administration
  • Join AKAM
  • Login
  • What is KAM
    • KAM Definition
    • KAM Competencies
  • KAM of the Year
  • About AKAM
  • Events
  • Qualifications
    • PostGraduate Certificate
    • PostGraduate Diploma
    • Professional Diploma
    • Doctorate in Business Administration
  • Join AKAM
  • Login
Home » Customer understanding

Customer understanding

Filter by Categories
AKAM Workshops & Conferences
Diagnostics and tools
Papers and articles
Podcasts
Video Views
Webinar
Web KAM

Search by topic, author, keywords and more. Filter your results by content type by pressing the black settings button.

Webinar

Marketing

Marketing and KAM are thoroughly intertwined: KAM itself is, in effect, marketing to a segment of one, while understanding that there are many sub segments inside that ‘one’ who want different things, talk different languages and respond in different ways, so it’s worth understanding marketing basics. You may be using them unconsciously but you can…

To access this post, you must be a member. Please login or sign up.

Read More »
Papers and articles

Key Account Managers talking KAM

Gwenola Ducamp of Vetropack and Matt Sankary of ShipMoney are key account managers in very different sectors – manufacturing and financial services – yet they share a lot of the same challenges. In this conversation they share their current issues, how they are approaching them and look at the future, especially the role of technology,…

To access this post, you must be a member. Please login or sign up.

Read More »
Webinar

Navigating the Journey of a Complex and always Changing Account

In this webinar Dennis Chapman, a seasoned KAM practitioner based in the US, addresses the issues of complexity and constant change in Key Account Management. KAM implementation depends on wide and deep customer relationships and a real understanding of the customer journey in its dealings with your organisation. Value is delivered through the many touch…

To access this post, you must be a member. Please login or sign up.

Read More »
Webinar

3 drivers of KAM success

Simon Hazeldine explains his three keys to KAM success. You should be mindful that “You will be delegated to people you sound like. Be a business-person not a salesperson.” Which has to be based on having a customer business-focused strategic key account development plan, with core elements identified by Simon. Sound, practical guidance for key…

To access this post, you must be a member. Please login or sign up.

Read More »
Webinar

Feedback and AI in KAM Action Planning

New technology and AI are bringing more and more invaluable data from customers into KAM, as demonstrated by Dennis Chapman of the Chapman Group USA. But how do key account managers cope with the sheer quantity of information, never mind putting it to good use? Things are changing rapidly: smart companies have data analysts on…

To access this post, you must be a member. Please login or sign up.

Read More »
Webinar

The power of real insight in long lasting customer relationships

Unlocking the Power of Customer Insight for on Delivering Long-Lasting Customer Relationships. Dive into the insightful conversation between Helen Wilson, Chief Experience Officer at IPSOS, and Maggie Chandler, Leader in CX Transformation. Delve into the science of the ‘Forces if Customer Experience and their impact on Key Account Management (KAM) strategies. Discover the essential elements…

To access this post, you must be a member. Please login or sign up.

Read More »
Webinar

How to build better remote relationships with clients.

It’s not easy to build a relationship online, and most of us aren’t going about it the right way. as Kim Arnold tells you in this incredibly useful presentation, more is just more! We send too many standardised emails. You need to take time to acknowledge your customer as a person and inject some of…

To access this post, you must be a member. Please login or sign up.

Read More »
Papers and articles

What do strategic customers want?

Former Travis Perkins Fleet Director (‘everything and anything with wheels!’) Graham Bellman, shares his views on supplier management, good KAM and strategic partnerships. Relationships are important but it’s what comes out of them that really matters: trust, performance, support when needed and practical innovations. Contrary to what a lot of key account managers think, price…

To access this post, you must be a member. Please login or sign up.

Read More »
Papers and articles

A buyer’s view of KAM

How well you understand your customer’s buyer, sitting across the desk. Do you appreciate the importance of their role internally and what they need from you be able to fulfil that role? Becky Barnes has some clear messages for key account managers, like ‘Trust is more important than personality’ and ‘Honour your customer’s time: it’s…

To access this post, you must be a member. Please login or sign up.

Read More »
AKAM Workshops & Conferences

Growing business by managing the customer experience

Delegates were really interested in what Michael Widing, Hiab’s Customer Experience and Insight Manager, shared about Hiab’s approach to measuring and managing the customer experience. He challenged allegedly customer-centric companies to demonstrate what action they had actually taken to achieve genuine customer centricity. His demonstration of the process to capture net promoter scores, understand the…

To access this post, you must be a member. Please login or sign up.

Read More »

About AKAM
What is KAM?
KAM Competencies
Individual Membership
Corporate Membership
PostGraduate Certificate
PostGraduate Diploma
Professional Diploma
Doctorate in Business Administration
Copyright © 2025 The Association for Key Account Management. 

AKAM is a not-for-profit company registered in the UK, no. 15592485

Contact AKAM
[email protected]
Terms & Conditions
Privacy Policy

Report

There was a problem reporting this post.

Harassment or bullying behavior
Contains mature or sensitive content
Contains misleading or false information
Contains abusive or derogatory content
Promoting goods or services
Contains spam, fake content or potential malware

Block Member?

Please confirm you want to block this member.

You will no longer be able to:

  • See blocked member's posts
  • Mention this member in posts
  • Invite this member to groups
  • Message this member

Please allow a few minutes for this process to complete.

Report

You have already reported this .

You have successfully completed this development track.

You shall shortly receive your certificate by email.

Return to Member Dashboard

Congratulations!

You have successfully completed the development track.

You shall shortly receive your certificate by email.

Member Dashboard

Member Resources

Events

Learning Zone

Podcasts

Member Chatroom

Member Network

Manage Account

Log out

Sign up to our mailing list

Get FREE access to our bulletin!

Stay focused and current with the expert knowledge and practitioner experience you’ll find in the AKAM Bulletin. Every two months you’ll get an injection of KAM news, thought-provoking articles and tools/ideas you can utilise.

Close

Individual membership

For Key Account Managers and Programme Leaders

Explore individual membership

Corporate membership

For organisations and educational institutions

Explore corporate membership

The Association for

Key Account Management

Sign in

Lost your password?