Account Management Model

This paper takes Case Machinery Shanghai (CMS) as an example, conducts the mode research on key account management (KAM) for the large-size machinery business. Based on KAM theory review and CMS's current situation analysis of KAM, the paper proposes the overall KAM mode for CMS and provides the total solutions for organization structure, personnel disposal and operation procedures. In order to offer classified services to different key customers, the paper defines three kinds of key accounts, namely the individual key customer, the enterprise key customer and the group key customer as well as clarifies the standard for key account identification and confirmation.This paper carries on the elaboration to the KAM special service, suggesting the establishment of "Three Expresses" (ordering, after sales service and spare parts supply) & "Two Priorities" (plant visit and personnel training). When CRM (customer relationship management) system design, joins with the function module of "Three Expresses " to realize the KAM main function standardization. Regarding the key account VIP service, the paper proposes four ways, namely the product has custom-made, the training abroad, the service station establishment and the thorough cooperation.This paper finally analyzes the difficulties in the implementation of the mode for KAM, suggests the corresponding countermeasures, of which the key points include the high level executives' supports and participations, the organization structure and control regulation improvements, all staff involvements and the team-work as well as the advanced and suitable management technology utilization.