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Description: The customer relationship management process provides the structure for how relationships with customers will be developed and maintained. Management identifies key customers and customer groups to be targeted as part of the firm’s business mission. The goal is to segment customers based on their value over time and increase customer loyalty of target customers by providing customized products and services. Partnerships are developed with a small group of key customers. Cross-functional customer teams tailor Product and Service Agreements (PSAs) to meet the needs of key accounts while achieving the firm’s profit goals. The teams work with key customers to improve processes and reduce non-value-added activities. Performance reports are designed to measure the profitability of individual customers as well as the firm’s impact on the financial performance of the customer.

Scope of session: Segmenting customers, selecting members of the cross-functional customer team(s), developing a joint plan for each key relationship, measuring performance.

Topics to be discussed: Topics will include: methods of segmenting customers; how to build effective cross-functional, cross-firm teams; tools for developing a joint plan that leads to the co-creation of value; developing measures of success; and, guidelines for sharing benefits.

Who should attend: Professionals with responsibilities for the following areas should consider attending this session: Sales, Marketing, Logistics, Purchasing/Product Supply, Production/Operations, Finance, Research and Development, and Sustainability.