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AKAM Workshops & Conferences

How to stay successful in long-term customer relationships: A case study from the automotive sector

Andrea Busnelli, Client Director Automotive Industry IBM, highlighted the importance of customer relationships, particularly when industries are changing fast, which so many are these days. He was even prepared to admit that IBM hadn’t always got it right, so had some valuable suggestions about how to avoid falling into that trap, such as proactively transforming…

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AKAM Workshops & Conferences

AKAM Technical: Customer Experience Mapping

In this workshop, Jerry Angrave of the Customer Experience Association and Empathyce shared his extensive knowledge and experience of mapping customer journeys. The workshop gave participants much-needed clarity in terminology in this area and showed them how to use a series of tools to explore the business and relationship as their customer sees it. Unfortunately,…

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AKAM Workshops & Conferences

Value solutions and key account management

Emerging from this meeting was a strong focus on how value is created. Dr. Antonella La Rocca, Associate Professor at Rennes School of Business in France, gave an overview of research in the area and then identified, from her own work, two almost diametrically opposed profiles of key account managers, typified as X and Y. X is more…

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AKAM Workshops & Conferences

KAM Matrix: Pills for creating value in KAM

Carlos Ferrer Sotillo, BT Global Sales Director, delivered a presentation full of 28 inspirational ‘pills’. Drawing on a wide range of rousing and thoughtful messages, he challenged participants to take a handful of specific pills and use them to find ways of adding customer value. The audience was indeed inspired, and produced outputs ranging from…

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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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AKAM Workshops & Conferences

Account-based marketing – 3rd Annual AKAM Conference

Andrea Clatworthy, Head of Account Based Marketing, Fujitsu, has won numerous awards for ABM and its relative DBM (Deal-Based Marketing). She gave an invigorating presentation on the hot topic of the moment, simplifying the range of different definitions down to “Getting the right message to the right person at the right time”. The data provided gave invaluable insight…

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AKAM Workshops & Conferences

How to win with Procurement

Key account managers often fail to understand the customer’s buying journey and Procurement’s role in it. Jens Hentschel of Fivis uncovered Procurement’s perfectly legitimate questions and anxieties, showing that price is far from being the most important of them. Trying to avoid Procurement is a really bad idea – much better to understand and build…

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AKAM Workshops & Conferences

Key Account Managers are from Mars, Purchasers are from Venus

Purchasers/Procurement have grown increasingly important for customers, but supplier key account managers continue to fail to understand how its strategic concerns, requirements and acquisition processes differ from traditional buying. Innovation, risk, dependency, compliance, cost savings and responsiveness are as – or even more – important than price. Dr. Bert Paesbrugghe of IESEG School of Management…

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AKAM Workshops & Conferences

The Key Customer point of view

Graham Bellman was Travis Perkins Fleet Director for 20 years. His slides were just a backdrop to his reflections on customer – supplier relationships. Most of his requirements related to efficiency, durability and longevity, user acceptability and compliance – price took a backseat compared with total lifetime cost of ownership and operation. Key account managers…

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