1. KEY ACCOUNT MANAGEMENT
Key Account Process : Profile, Analysis, Goal & Strategy, Planning, Execution, Evaluation

2. Terry R Bacon, Selling to Major Account, 1999
Account Management
The systematic development and nurturing of customers that are strategically important to an organization’s survival & prosperity
Terry R Bacon, Selling to Major Account, 1999

3. Enterprise Customer Is Complex:
Customer Business Knowledge As “A Must”
Growth
Profitability
Competitive Advantage
Customer market is dynamic: VP as USP:
Product: Quality of construction; Lifetime/durability/robustness; Easy of installation; Price/value for money.
Service: Expertise of technical service; Speed of technical service; Delivery times
Relationship: Understand customers’ business; Come up with ideas; Complaint handling; Availability of account manager; Meet agreements and deadlines; Telephone/correspondence is friendly.

4. Peran Account Management
Customer market is dynamic: VP as USP:
Product: Quality of construction; Lifetime/durability/robustness; Easy of installation; Price/value for money.
Service: Expertise of technical service; Speed of technical service; Delivery times
Relationship: Understand customers’ business; Come up with ideas; Complaint handling; Availability of account manager; Meet agreements and deadlines; Telephone/correspondence is friendly.

5. Peran Account Management

6. Peran Account Management

7. Peran Account Management

8. Traditional Selling

9. Account Management

10. What is Key Account…….. Is a consistent high revenue producer
Is offering opportunities to increase sales
Is looking for a loyal business partner/adviser
Is strategically important industry or market opinion leader

11. Why a Key Account is different ……..
Your competitor are constantly trying to win them from you
Multiple decision makers and many staff influence the buying decision
An anti-sponsor may exist in the key account-someone who may trying to sabotage your sales effort
It is especially important to understand your Key Account’s Business
Strong relationships need to be developed across numerous levels between companies

12. Key Account 80 60 Key Account # Of Accounts % of # of customers
Mid-size accounts
Small accounts
# Of Accounts
% of # of customers
% of times 10
% of revenue 30

13. Profit making customer
First Think First!!!!!!
high
Profitable Customer
At risk customer
Customer profitability
Profit making customer
Spinner customer
low
low
high
Customer loyalty

14. AM-Customer Relationship Zone
Strategic Intent Of Customer
Strategic Intent Of AM
Develop
ment?
Pressure?
Overkill?
Pre
Early
Mid
Partnership
Synergistic
Develop the supplier
Change supplier
Create supplier
KAM ZONE
Customer’s frustration zone
AM’s frustration zone

15. Customer - Values - Account Manager
Created
Value
Solution
Quality
Commodity
Synergistic AM
Integrated Value of Customers
Partnership AM
Extrinsic Value of customers
Middle AM
Intrinsic Value of customers
Pre AM &
Early AM
Source: Cindi Barnes & Friends, Creating & Delivering Value Proposition, 2009

16. Account Manager Skills
BASIC
Knowledge of products & markets
Knowledge of customers.
Interpersonal skills
Presentation & negotiation skills
Independent self- starter
ADVANCED
Strategic Planning
Understand of business
Understand of financial
Team leadership
Managing innovation & creativity
Project management
Analytical & reporting skill

17. Key Account Process : Key Account Profile Key Account Analysis
Key Account Goal &Strategy
Key Account Plan
Key Account Execution
Key Account Evaluation

18. The Process of Key Account Management (KAM)
Step 3
Key Account Goal and Strategy
Step 4
Step 5
Step 6
Key Account Plan
Key Account Execution
Evaluation
Step 1
Key Account Profile
Step 2
Key Account Analysis
The Process of Key Account Management (KAM)

19. 1 Key Account Profile Key Account Profile Step 1 Key Account Analysis
Key Account Goal and Strategy
Step 3
Key Account Plan
Step 4
Key Account Execution
Step 5
Step 6
Evaluation

20. Key Account Profile
Melakukan profiling terhadap factor-factor yang mempengaruhi aktifitas bisnis Account, dengan pendekatan 4Cs Analysis :

21. Key Account Profile
Account Profile merangkum informasi-informasi penting mengenai hal-hal sebagai berikut :

22. Sumber & Level Informasi
PUBLIC
Deep PUBLIC
Increasing Difficulty & Cost of Acquisition
PRIVATE
Increasing Value of Information
Deep PRIVATE

23. Sumber & Level Informasi
Level 1 (Public) Information

24. Sumber & Level Informasi
Level 2 (Deep Public) Information

25. Sumber & Level Informasi
Level 3 ( Private ) Information

26. Sumber & Level Informasi
Level 4 ( Deep Private ) Information

27. Macro Conditions

28. Macro Conditions

29. Macro Conditions

30. Macro Conditions

31. Macro Conditions

32. Macro Conditions

33. Account Position (1/2)

34. Account Position (2/2)

35. Competitor Position (1/2)

36. Competitor Position (2/2)

37. Company Position (1/2)

38. Company Position (2/2)

39. Template Account Profile

40. MACRO ANALYSIS EXERCISE
Nama Account / Segment :
Nama AM / NIK :
MACRO CONDITIONS
ANALYSIS
Politic - Regulation
 IMPLICATION
Economy
Technology
 OPPORTUNITY
Social - Culture
Market
 THREAT

41. 2 Key Account Analysis Key Account Profile Step 1 Key Account Analysis
Key Account Goal and Strategy
Step 3
Key Account Plan
Step 4
Key Account Execution
Step 5
Step 6
Evaluation

42. TOWS Analysis
Internal Factors
ExternalFactors
Negative
Positive

43. External Analysis ( Example )
OPPORTUNITY
Technology & service tend to converge to fulfill market demand in digital business
The emerging of Internet of thing (IoT)
Long Term Evolution (LTE) technology enable to deliver digital mobile services up to 300 Mbps
Games/ Application are the most downloaded mobile content
Digital life style in all human life aspects as a consequence of the advance digital technology
Government has been remapping MHz allocation for LTE operator
Telkomsel is the market leader in Indonesia mobile operator with market share 43% ( Dec 2014 )
Continued trend to declining ARPU until 2015 where data users will start to enroll for bigger data plans due to increase usage of the mobile internet
A quarter of mobile internet users in Indonesia are businessmen or entrepreneur
Social media is the highest usage of mobile internet
THREAT
Indonesia economic growth has been slowing down in Q (YoY) become 4.71%
MEA implementation at the end of will give impact on Mobile industry
SMS ARPU will continue to decrease, because majority of users will be on smartphones eventually
Customer Expectations of Experience continue to Increase in line with the trend of digital social media and the ease of getting information from internet.

44. Internal Analysis ( Example )
STRENGTH
Double digit Revenue & EBITDA growth YoY (10%) , while the others operator minus growth or only one digit
Huge customer base ( 140 Mn ) and still growth 7% YoY
Has 85K units BTS On Air across of Indonesia
Maintain double digit growth in Net Income (12%) , it shows that company can keep business profitability
Digital Services ( Digital Life Style, Digital Payment, Digital Advertising & M2M Business )
Mobile Broadband Services (Zone Pricing, Telkomsel flash, BB Service, PAYU )
Laying the foundation for the digital company
Developing a Customer Intimacy Platform
Improving IT Efficiency
Building network towards a Digital Company
Network development & modernization
Find the best people & develop great people
Transform Culture through smart system & reward
Implemented masterpiece successfully ( New CRM, M2M business solution, winning the youth)
WEAKNESS
The percentage of employee that aware but not use almost the biggest portion across digital services
Employee involvement in Telkomsel digital services generally is low
The most frequently media as a news resources is internet than internal communication or others
Surprisingly, the survey shows that employee in Head Office difficult to get information regarding Telkomsel’s digital services
Telkomsel hasn’t had a digital competency directory to develop the employee ready to become a digital company
Source : Team Analysis & Discussion

45. TOWS Matrix Analysis ( Example)
Strengths (S)
Weaknesses (W)
Opportunities (O)
Threats (T)
INTERNAL FACTOR
EXTRNAL FACTOR
Huge customer database
Broad coverage area (National wide).
Strong financial
Telkomsel as the best mobile telco
Has setup M2M Control Centre.
Strong Revenue growth in digital services
Leader in mobile connectivity business.
Competency & Capabilities Human Resource terbatas khususnya di vertical industry.
There is no certification of M2M solution.
Limitation of system integrator & device/M2M partner.
Dependency on value chain partner.
S-O Implications
W-O Implications
Creating national wide M2M Solution [S1,S2,S6,S7,O1,O2, O3,O4]
Building Cross-Vertical (horizontal) platform [S3, S5, S7,S3,O1,O3,O5].
Strengthening M2M partnership [W1, W3,W4,O1,O3,O4,O5].
Acquire M2M solution certification [W2,O1,O3,O5]
Develop Competency & Capabilities in vertical industry [W1,W2,O1,O3,O5]
Emerging of IOT (digital life style).
LTE Technology implementation.
Smart city development in several big city.
The high growth trend of M2M connections (CAGR 38%).
Machine and Automation dependency.
S-T Implications
W-T Implications
Slowing down of economy growth in Q
Implementation of MEA 2015.
The weakening of IDR currency
OTT player begins to enter the internet of things business
Requirement and Delivery very sensitive base on Customer.
Creating new M2M Business Model M2M [S1,S6,T1,T2,T3,T4]
Deliver the Best Customer Experiences [S1,S3,S4,S5,T2,T4]
Maintain existing partner [W1,W3,W4,T2,T4]

46. 3 Key Account Goal & Strategy Key Account Profile Step 1
Key Account Analysis
Step 2 3
Key Account Goal & Strategy
Key Account Goal and Strategy
Step 3
Key Account Plan
Step 4
Key Account Execution
Step 5
Step 6
Evaluation

47. Key Account Goal & Strategy
Account Profile
GOAL & STRATEGY
TOWS Matrix

48. Specific
Get
Measureable
Keep
Achievable
Grow
Relevant
Timely

49. 4 Key Account Plan Key Account Profile Step 1 Key Account Analysis
Key Account Goal and Strategy
Step 3
Key Account Plan
Step 4
Key Account Execution
Step 5
Step 6
Evaluation

51. Key Account Execution & Evaluation :
Account Plan Execution
Measuring CLV & profitability

52. Tahapan Eksekusi Account Plan Job Delegation & Socialization
Team Formation
Job Delegation & Socialization
Plan Execution
Execution Monitoring

53. Managing CLV & Customer Profitability
Loyalty Pyramid

54. Customer Profitability80 20 :
The
Rule

55. Macro Situation Analysis
Exercise
Macro Situation Analysis
Politics
Pemilukada serentak pada bulan Desember 2015
Perombakan Tim Perekonomian Kabinet Kerja ( Reshuffle ) Agustus 2015
Economy
Penurunan pertumbuhan ekonomi Indonesia Q menjadi 4.71%
Kenaikan harga BBM, Listrik dan bahan-bahan pokok ( daging sapi, beras, cabe, dll )
Pemberlakuan MEA pada akhir 2015
Meningkatnya UMR disebagian besar wilayah/propinsi /kota
Meningkatnya tingkat inflasi menjadi 7.26% pada bulan Juli 2015
Technology
Digelarnya teknologi mobile terbaru yaitu LTE oleh operator Mobile
Penggunaan teknologi akses fiber oleh operator Telekomunikasi dalam memenuhi kebutuhan bandwidth yang massif
Meningkatnya penggunaan smartphone untuk akses internet, entertainment, networking, dll
Teknologi M2M
Sosial & Budaya
Pertikaian / kerusuhan yang berbau SARA ( peristiwa Tolikara)
Tuntutan terhadap implementasi Go Green untuk perkantoran, hotel2, obyek wisata, dll

56. Macro Situation Analysis
Tugas
Macro Situation Analysis
Exercise-03
Dengan menggunakan data-data kondisi makro di Indonesia ( bisa dikembangkan sesuai fakta ) terbaru, maka susunlah suatu analisa situasi makro yang berpengaruh terhadap Key Account yang Saudara tangani, dengan format yang ditetapkan ( lihat Template Macro Conditions)

57. MACRO ANALYSIS EXERCISE
Nama Account / Segment :
Nama AM / NIK :
MACRO CONDITIONS
ANALYSIS
Politic - Regulation
 IMPLICATION
Economy
Technology
 OPPORTUNITY
Social - Culture
Market
 THREAT

58. 58 58