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Value creation & co-creation

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AKAM Workshops & Conferences

AKAM Technical: Creating Customer Value Through Design Thinking

This workshop addressed some of the practical issues encountered in developing key customer value, considering what is value and what is not in the all-important eyes of the customer. Richard looked at why/how value is problematic but demonstrated that investing time to get it right can pay huge dividends. The workshop learned about: The core lessons…

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AKAM Workshops & Conferences

Value creation and value propositions – 3rd Annual AKAM Conference

Everyone talks about Value in KAM but, according to Diana Woodburn, it is a misunderstood, misused and abused term. Value should appear explicitly in strategic key account plans, where the value to supplier and customer should be perfectly clear and differentiated – which, in practice, it rarely is. Suppliers have multiple sources of value available to them through…

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Webinar

What do Key Accounts really value?

Do you want to move your customer relationship from “Supplier” to “Strategic Partner”? Do you really know what your accounts and customers “value” and how you can “add value” to them and grow your business at the same time? Do you struggle to differentiate your offer from the competition? Do you find your customers switching…

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Webinar

Sustainability and Ethics in KAM

-What type of company do we want to be? -Is there a business case for sustainability? -Are we really focusing on the Key Accounts for the future, or are our Key Accounts yesterday’s news? Recent times have made obvious the issue of sustainability as an enormously important aspect for companies and management. This has also…

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Webinar

Strategic Management of Accounts or Management Of Strategic Accounts?

In this webinar, Dr Diana Woodburn explains how strategic key accounts should be managed, and how that is so different from the management of other customers. This Webinar Includes: Understanding the crucial differences between Strategic Management of Accounts and Management of Strategic Accounts Delivering the expectations of strategic accounts Calculating key account value/RoI Leading the culture for strategic…

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AKAM Workshops & Conferences

Value creation, key account teams and KAM in professional services

This workshop was the second of the occasions when AKAM members – and non-members – met and talked together. Practitioner speakers stimulated lively discussion on value creation and the issues that prevent its realisation in some cultures. Our academic presenters uncovered counter-intuitive dynamics in KA teams that affect their performance, and also looked at what…

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Papers and articles

Three level model of KAM metrics

‘Who cares?’ is a great question to kick off the development of a KAM metric system. Because if nobody wants to know and is ready to act on the information, there’s no point in collecting the data. This question and ‘What would they want to know about KAM?’ drove the development of this three-tier model…

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Papers and articles

Collaboration beats commoditisation

Collaborative thinking allows organisations to apply their capabilities and resources to expand propositions. But it’s not so simple. Collaboration and integrated approaches can increase customers’ perception of risk and trigger internal friction. At the same time, formal contracts often feel more like ‘contracting for failure’ and can be really divisive. But David Hawkins of the Institute for…

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Papers and articles

Selling v KAM: what’s the difference?

Key Account Management and selling are not the same thing. Key Account Management does not mean selling to big customers – it is not just a higher form of selling or a synonym for selling to the C-Suite. KAM is very likely to engage with the customer’s C-Suite, but the process will involve much more than the…

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Papers and articles

The future of Key Account Management

Is key account management still the right thing to do with major customers? The business environment has suffered several shocks in the past few years, and ways of doing business need to respond: sometimes business models have to be reconfigured. How should/will KAM change in the next few years? Dr Beth Rogers considers the future…

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