Deploying a strategic customer account plan for the X department of the case company Y

Abstract

The aim of this thesis, is to deploy a strategic customer account plan guidelines for a logistics company’s X department. The case company is Y. The original research problem was defined in the following way: What are the available strategic customer account, key account, global account, national account and customer relationship management options for a light asset logistics service provider. The research method was a qualitative single case study. The study included a literature review for different key account management methods by many professionals in the marketing management area. Altogether eight Interviews were conducted.

Since, a strategic customer management system has already been created by the global marketing team. The redefined target of this study was to find out and to deploy existing group and business unit level strategic customer account plan, portfolio and segmentation guidelines to company Y's X department to help sales force to manage key accounts. Global group’s guidelines for the management of strategic customers and key accounts were followed and the newly made key account management plan for Y was studied, distinctions were compared and explained with the X department business model by Porter’s strategy for competitive advantage.

The aim was to find out if the account plan needs to be modified to meet better the X’s needs for strategic customer information in the niche market area. The aim is to keep and serve the most profitable customers as long as possible. The service needs usually to be high level, buyer’s decision making units might be dispersed globally and supplier is short listed. An information system needs to be created together with criteria, key performance indicators to be selected for successful management plan. Based on the interviews and findings, this study recommends that Y’s X department will create an account plan, portfolio and client overview to manage key account customers. Also, it is recommended to do segmentation and follow-up of customers according to the guidelines of Y.