modul - account management-300309
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8/14/2019 Modul - Account Management-300309
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2009 MarkPlus Institute of Marketing
Certified Integrated Marketing Fundamental
Hal. 1/3
Modul
ACCOUNT MANAGEMENT
MarkPlus Institute of Marketing Segitiga Emas Business Park, CBD B 01/01 Jl. Prof. Dr. Satrio Kav. 6 Jakarta 12940 Indonesia Tel. +62 21 5790 2338 Fax. +62 21 5790 2339
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Course Section
1. Memahami Pentingnya Account Management
a. Tiap Account Membutuhkan Perlakuan Berbeda
b. Keuntungan dari Retensi Pelanggan Potensial
b. Dari Traditional Selling ke Account Management
1. Memahami Definisi Account Management
a. Perbedaan Account dan Key Account
b. Definisi Account Managementc. Siklus Account Management
3. Proses Account Management
a. Account Profile and Analysisb. Account Strategic goal and Strategy
c. Account Execution
d. Account evaluation
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Mari Berhenti dan Berpikir
MengapaAccount Management Penting?
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Account Management memiliki peran penting karena:
Setiap account memiliki potensi yang berbeda sehingga butuh
pengelolaan yang berbeda pula
Riset membuktikan bahwa retensi pelanggan potensial bisa
memberikan keuntungan jangka panjang bagi perusahaan,
sementara biaya akuisisi pelanggan baru cenderung semakin mahal
Berinteraksi dengan customer korporat (account) tidak bisa hanya
mengejar penjualan jangka pendek, tetapi harus memperhatikan
faktor relationship jangka panjang
Memahami Pentingnya Account Management
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Revenue
Accounts
A large percentage of overall sales revenue typically comes from a small
percentage of accounts. These key accounts are major assets and should be
managed like assets
(Miller Heiman, Large Account Management Process)
Memahami Pentingnya Account Management
Setiap account memiliki potensi yang berbeda
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Memahami Pentingnya Account Management
Retensi pelanggan lama yang potensial lebih menguntungkan bagi perusahaan
Source: Bain Customer Retention Model, Bain & Company
Customer
Profit
0 1 2 3 4 5 6
Price premium
Referrals
Reduced
operating costs
Increased purchases
Base profit
Acquisition
Cost
Year
Retaining customers is extremely profitable
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8/14/2019 Modul - Account Management-300309
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Certified Integrated Marketing Associate
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Dari Traditional Selling ke Account Management
Traditional Selling Account Management
Sales Volume Bervariasi Besar
Nature ofProduct/Service Offering
Core product/serviceCore product/service ditambahaplikasi yang customized sertavalue added services
Time Horizon Short term Long term
Information Sharing Terbatas Ekstensif
Sales Force Objectives
Memaksimalkanrevenus
Memuaskanpelanggan
Menjadi supplier yang disukai Dikenal sebagai lower firm cost
Membina relationship
Structure of BuyingCenter
Purchasing managerdan beberapa individulain
Melibatkan banyak individu denganperan yang beragam dalam prosespengambilan keputusan
Perlunya memperhatikan hubungan jangka panjang
Source: (Miller Heiman, Large Account Management Process)
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ifi d d k i i
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Dari Traditional Selling ke Account Management
Account Management
InformationSystems
Operations
Marketing
Operations
InformationSystems
Marketing
Key-AccountCo-ordination
SupplierDevelopment
Directorsselling company
Directorsselling company
Directorsbuying company
Directorsbuying company
Supplier Customer
Perlunya memperhatikan hubungan jangka panjang
Professor Malcolm McDonald, Cranfield School of Management
C tifi d I t t d M k ti A i t
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Mari Berhenti dan Berpikir
ApaYang dimaksud denganAccount danAccount Management ?
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Memahami Perbedaan Account dan Key Account
80
60
Pyramid Structure of Customer Base
Key
Account
Mid-size accounts
Small accounts
# Of Accounts
% of # of customers % of times10
60
% of revenue
30 30
10
10
10
Umumnya
perusahaan hanya
memiliki sedikit Key
Account.
Namun merekamenuntut perhatian
yang lebih banyak
dari sisi waktu
karena potensirevenue yang
dijanjikan juga besar
Certified Integrated Marketing Associate
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Melakukan Penyeleksian Account
Question markAccount
Lo Hi
Lo
Hi
Star Customer
Profit takingAccount
Profit makingAccount
Strength ofRelationship
Strength ofAttractiveness
Star/KeyAccount
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Certified Integrated Marketing Associate
Hal. 13/3
Mereka sangat penting perannya dalammencapai target financial Telkom
Kehilangan mereka akan sangatberpengaruh terhadap bisnis Telkom danakan sulit dicari penggantinya dalam
jangka pendek.
Biasanya Telkom telah menjalin hubunganyang erat dan mapan dengan mereka danmereka berpotensi untuk bisnis di masadepan.
Meskipun mereka hanya mewakili 10%pelanggan dan prospek Telkom, Telkomharus mengalokasikan banyak sumberdayauntuk mereka.
Ciri-Ciri Key Account
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Memahami Account Management
Account Management
The systematic development and
nurturing of customers that arestrategically important to an
organizations survival and prosperity
Terry R. Bacon, Selling to Major Account, 1999
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Siklus Account Management: Objective
Development Stage Objectives
Pre AM Melakukan kontak awal ke account
Early AM
Penetrasi ke account
Meningkatkan volume penjualanMendapatkan status sebagaipreferred supplier
Mid AMMembangun relationshipKonsolidasi status sebagai preferred supplier
Partnership AMSpirit untuk menjalin partnershipKesamaan culture
Synergistic AM
Continuous improvement
Berbagi reward (Share reward)Integrasi sebagian proses bisnis (quasi integration)
Uncoupling AM
Pemisahan hubungan bisnis
(sebisa mungkin tahap ini dihindari, kecuali jika account tidak
bisa lagi memberikan kontribusi finansial yang positif)
Source: Hutt, Michael.. Business Marketing Management, Thomson 2007
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Siklus Account Management: Strategy
Development Stage Strategy
Pre AM Identifikasi contact person Memahami kebutuhan
Early AM Membangun social network Memberikan solusi dengan biaya efektif Membangun kepercayaan
Mid AM Memberikan solusi yang terkait dengan proses Membangun tim lintas organisasi
Joint system
Partnership AM Mengintegrasikan proses memperluas joint problem solving Pengurangan biaya
Synergistic AM Joint value creation Koordinasi di level strategis
Uncoupling AM Menarik tim dari account
Source: Hutt, Michael.. Business Marketing Management, Thomson 2007
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Mari Berhenti dan Berpikir
BagaimanaProses Account Management ?
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Step 3 Key Account Goal and Strategy
Step 4
Step 5
Step 6
Key Account Plan
Key Account Execution
Evaluation
Proses Account Management
Secara umum proses Account Management mencakuptahapan-tahapan sebagai berikut:
Step 1 Key Account Profile
Step 2Key Account Analysis
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Melakukan profiling terhadap
faktor-faktor yang mempengaruhiaktivitas bisnis Account, dengan
pendekatan 4Cs Analysis:
- Change (perubahan bisnis makro)
Perubahan ekonomi
Perubahan politik-legal
Perubahan sosial-budaya
Perubahan market
(Porters Five Forces)
- Competition (kompetisi)
- Customer dari account
- Company (kemampuan
Step 1:Key Account Profile
Proses Account Management
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 2Key Account Analysis
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Step 2:Key Account Analysis
Proses Account Management
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 2Key Account Analysis
Melakukan analisa profil 4Cs
(Change, Competition, Customerdan Account) untuk mendapatkan
input bagi penetapan goal dan
strategi.
Teknik analisa yang lazim
digunakan:
SWOT Analysis dari account
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Step 3:Key Account Goal and Strategy
Proses Account Management
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 2Key Account Analysis
Penetapan goal yang berdasarkan
pada prinsip SMART (specific,
measurable, attainable, relevant, dan
timely)
Strategi general dalam Account
Management mencakup:
Get : Akuisisi account baru
Keep : Retensi account lama
Grow : Meningkatkan value
penjualan dari account lama
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Step 3:Key Account Goal and Strategy
Proses Account Management
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 2Key Account Analysis
GET1
Teknik untuk mendapatkan pelanggan
baru adalah menggunakan:
- Customer-Focused Selling dan
- Consultative Selling
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Step 3:Key Account Goal and Strategy
Proses Account Management
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 2Key Account Analysis
KEEP2
Building Internal
Support
Building Internal
Support
ManagingRelationshipManagingRelationship ManagingInformation
ManagingInformation ManagingSatisfactionManagingSatisfaction
GET
GROW
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Step 3:Key Account Goal and Strategy
Proses Account Management
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 2Key Account Analysis
GROW3
Managing Momentumand Opportunity
Managing Momentumand Opportunity
Cross SellingCross Selling Up SellingUp Selling
KEEP
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Key Account Analysis
Key Account StrategicIntents and Goals
Key Account Strategy
Proses Account Management
Step 4:Key Account Plan
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 2Key Account Analysis
Penyusunan rencana program
pengelolaan account yang
dilengkapi dengan target
pencapaian selama jangka waktu
tertentu serta action plan untuk
mencapainya.
Account Plan
- Mission- SMART goal- Action plan
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Key Account Analysis
Key Account StrategicIntents and Goals
Key Account Strategy
Proses Account Management
Step 5:Key Account Execution
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 2Key Account Analysis
Team formationTeam formation
Tahapan dalam eksekusi account plan
Job delegationand socialization
Job delegationand socialization
Plan executionPlan execution
Execution
monitoring
Execution
monitoring
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Proses Account Management
Metode yang umum digunakan adalah
account probitability:
The total sales revenue generated from a
customer or customer group, less all the
costs that are incurred in servicing that
customer or customer group.
(Ward - Strategic Management Accounting)
Key Account Analysis
Key Account StrategicIntents and Goals
Key Account Strategy
Step 6:Evaluation
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 2Key Account Analysis
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Proses Account Management
Key Account Analysis
Key Account StrategicIntents and Goals
Key Account Strategy
Step 6:Evaluation
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 2Key Account Analysis
Account profitabilityselanjutnya
dapat dianalisa lebih jauh dengan
pendekatan Life Time Value:
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