Customer Relations Management Course: Manage Top Accounts for Results

Customer Relations Management Course: Manage Top Accounts for Results

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This customer relations management course will focus on how to Manage Top Accounts for Result© and will deepen your understanding of your most important customers. This customer relations management course will enable you to create more value for your organisation by leveraging the power of your best customers.

In this era of uncertainty and dramatic change, leaders are urged from all sides to find new customers, to find new markets and to grow. Not all leaders are equipped to create growth. Your growth initiatives must include your current top accounts, and your growth must be through value.

How an organisation manages its strategic relationships with key customers has a dramatic impact on the success and profitability of their business. As the pace of change quickens, it is essential that all staff manage critical accounts more effectively. Managing critical accounts is even more important when key accounts are serviced by many business units.

Over the past years executives, from all industries and across many channels, have become more sophisticated in their buying strategies. Consequently, successful management teams, sales, and in-field teams need to become more sophisticated in their key account management strategies. Rethinking and adapting approaches for each account are imperative.

Managing strategic relationships better moves your approach from operational effectiveness to identifying strategic opportunities. Enabling businesses to successfully plan, to better understand and to build sustainable relationships with their existing key accounts.

Satisfied customers can lead to increased profits, yet creating satisfied customers is not as simple as lowering prices and offering incentives. To defend and grow their profits organisations need to understand what customer’s value, and then deliver it consistently.

In times of strategic uncertainty, building strategic skills like account management will ensure managers can minimise strategic vulnerabilities and maximise strategic opportunities.

Course Features

Unique to NEWCourse at UON Sydney, this customer relations management course will not only present you with concepts, but it will empower you with practical insights and tools which will support you once back in the workplace.

Before the course

You will have the opportunity to read a practical case study and compare it to your organisation and your customer relationship management processes. Supported by our expert instructor, this practical case study will provide the basis for your personalised approach to this customer relations management course.

After the course

In addition to the learning outcomes, you will receive the following resources after attending this customer relations management course:

  • Comprehensive course notes to refer to once back in the workplace.
  • An online value tool
  • A copy of the eBook Why do we need to manage our Top Accounts more strategically?.

Learning Outcomes

After successfully completing this customer relations management course you will be able to help motivate staff to actively support strategic account management (SAM) by understanding:

  1. Why manage a select group of accounts strategically?
  2. The benefit of SAM for teams.
  3. What does SAM involve?
  4. Focus on building value in the top accounts.
  5. How can I and my department help?

Course Content

This customer relations management course will cover the following content:

Framework for Success

  • Your top accounts and markets and how they are changing: from their perspective how do new accounts see your business?
  • Your operating environment and how it is changing.
  • Developing a framework of understanding on what strategic account management means for your business.

Systems & Processes

  • Developing processes and systems to direct future initiatives and opportunities in managing and leading your business through turbulent times.
  • Beating your competitors, both existing competitors and potential competitors.
  • How do all internal processes add value for external accounts? In essence to bust silos to release greater value for strategic accounts.

Intended Audience

This customer relations management course is suitable for key account managers, senior and functional managers across the business who have P&L responsibility when negotiating with key accounts and individuals who manage relationships with key client stakeholders. The course has been designed for professionals from diverse sectors, including but not limited to Financial Services, Banking, IT, Telecommunications, Pharmaceuticals, Medical Products, Engineering and Construction.

Delivery Style

This customer relations management course will be delivered as an interactive workshop consisting of an instructor-led lecture, group and individual activities. This training approach allows you to work through concepts introduced by the instructor in an application-focused teaching environment. You will challenge your assumptions and rethink the value they provide to your best customers.

Course Prerequisites

This customer relations management course has no prerequisites and is open to all members of the public. After completing this customer relations course you may also be interested in:

About the Instructor

Stephen Kozicki M Bus, Dip.Trg & Assess, Grad Cert Marketing, Adjunct Professor

With over 30 years' experience conducting high impact workshops, both in Australia and overseas, Stephen has become a highly sought-after presenter on a range of business topics. His areas of specialisation include influencing and negotiating in the 21st century, strategic account management, effective presentation skills and turning creativity into innovation.

Stephen has studied advanced influencing and negotiating skills at Harvard University, spent many years developing account strategies for industry groups and was involved in major contract negotiations with some of the top 500 companies in Australia. Stephen is the author of three best-selling books: The Creative Negotiator, which has been translated into seven languages with over 120,000 copies sold worldwide. Persuading for Results and Managing B2B customers you can’t afford to lose. He is also the co-creator of the highly acclaimed The Idea Pack.

He is an alumni of the Harvard Negotiation Project, Boston, USA.

Recently Stephen has been appointed to the Qantas feedback panel and as an advisor to the Harvard Business Review Magazine (HBR).

Course Features

Available course dates

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