战略大客户管理(2)

戰略大客戶管理的定義•拓展客戶關係以增進了解•根據這種了解調整企業活動以獲得競爭優勢PreKeyAccountManagementSellingCompanyDirectorsManagersSpecialistsClerksOperatorsBuyingCompanyDirectorsManagersSpecialistsClerksOperatorsKeyAccountManagerMainContact'Buyer'MarketingAdministrationOperationsBoardMarketingAdministrationOperationsBoardSellingCompanyBuyingCompanyKeyAccountManagerMainContact'Buyer'EarlyKeyAccountManagementDirectorsManagersSpecialistsClerksOperatorsDirectorsManagersSpecialistsClerksOperatorsKeyAccountManagerandMainContact-'Buyer'SellingCompanyBuyingCompanyMidKeyAccountManagementR&DAdministrationOperationsOutboundLogisticsBoardKeyAccountManagerSellingCompanyR&DAdministrationOperationsInboundLogisticsBoardMainContact'Buyer'BuyingCompanyPartnershipKeyAccountManagementSynergisticKeyAccountManagementOperationsNPDProjectTeamKeyAccountManagerMainContact'Buyer'LogisticsProjectTeamSHEProjectTeamMarketResearchProjectTeamJointBoardMeetingsSellingCompanyBuyingCompanyProjectTeamIdentifywhereyourrelationshipcurrentlylies.Identifywhereyouwouldlikeyourrelationshiptolie,andbywhen.Whataretheprincipalactivitiesandactionsrequiredtomakethishappen?1.2.3.4.5.戰略大客戶管理階段與工具管理階段定義衡量分析設計驗證目的DefineWhat,Why,Who,How,WhenDefinecustomerneed’sandspecifyCTQDevelophigh-levelprocessdesignconceptDevelopdetails,andoptimizethedesignVerifyprocessperformanceagainstprojecttarget應用技術1.戰略大客戶的選擇準則2.組合分析3.客戶價值四格圖4.風險分析1.Stakeholderanalysis2.QFD3.KANOModel4.客戶價值計分卡1.FunctionalAnalysis2.ProcessMap(highLevel)3.ConceptualDesign4.PughModel1.DetailedProcessDesign2.ProcessSpec.3.CapabilityAnalysis4.Designscorecard1.Pilotplan2.ImplementationandTransitionPlan3.ControlPlan戰略大客戶的選擇準則•收入潛力•收益率潛力•集中採購策略•市場領導者•贏得這位客戶對競爭對手有重大影響•現有的執行長關係•互補的技術•嚴格的供應商認證制度•購買導向(戰略型或交易型)•公司的文化相適性•系統的一致性或互補•公司償付能力•付款迅速•產品線適合性•靈活程度•共同的原材料基礎•可接受的採購成本•具有創新與先進的最佳實務(研發或生產等)•潛在客戶再三表示出外包的意願•有我們需要的專業知識和能力(存貨管理或物流等)•交易誠實•能成為我們產品的服務夥伴組合分析以前今年未來收入減去直接成本減去間接成本淨收入二年前去年明年後年組合分析•在過去二年，目標戰略大客戶產生的總收入是多少？在未來二年，你對這些客戶所做的收入預測是怎麼樣的？•服務這些客戶每年要花費多少錢？•用估計的收入減去估計的費用得出估計的利潤(過去二年與未來二年)。•這些客戶的成長潛力是什麼？要花多少時間才能實現其增長？•這些客戶是交易型客戶或戰略型客戶？客戶價值四格圖銷售金額利潤銷售金額高利潤低銷售金額低利潤低銷售金額高利潤高銷售金額低利潤高TableOne:TheCustomersAttractivenessToUs-(CAF's)CustomersAttractivenessFactor1Size2GrowthPotential3FinancialStability4EaseofAccess5ClosenessofRelationships6StrategicFit;LevelofCompetition;MarketStandingTotalAverageScore:(Totalofallscoresdividedbynumberofcustomersrated)TableTwo:OurRelativeStrengthV'stheCompetitionCustomer:SuppliersCriticalSuccessFactorsYou1Price2Service3SpeedofResponse4Relationship5MajorSupplier6TechnicalInnovationTotalCustomerAttractivenessRelativeStrengthLowHighLowHighKeyDevelopmentAccountKeyAccountOpportunisticAccountMaintenanceAccountKeyAccounts:Mostattractivetoyou,andyouarerelativelystrong.DevotetimetothesetopAccounts-youshouldbeabletoachieveKeySupplierStatusKeyDevelopmentAccounts:Mostattractivetoyou,butyouarerelativelyweak.Devotetimetodevelopingyourstrengthwiththeseaccounts.MaintenanceAccounts:Lessattractivetoyou,butyouarestrong.Manageyourtimeeconomicallywiththeseaccounts.OpportunisticAccounts:Lessattractivetoyou,andyouarerelativelyweak.Makeyourmindup;aretheyworthchasing?Dealwithonatacticalandopportunisticbasis.風險分析FixBeforeLaunchSignificantRiskShowStopperProceedWithCautionFixBeforeLaunchSignificantRiskProceedWithCautionProceedWithCautionFixBeforeLaunchLowMediumHighLowMediumHighImpactProbability風險來源•BusinessCase–CostIncrease,ROILeadTimeIncrease,ChangingMarket/RegulatoryEnvironment,BusinessCommitment•Planning–ResourceAvailability,ProjectComplexity,DevelopmentTime,ProjectManagementExperience•Organizational–Cross-FunctionalInvolvement,ProcessOwnership,MultipleLocationsforImplementation,ChangeAccelerationIssues•Technical–TechnologyExperience,DesignComplexity,ScopeChanges,KnowledgeofBusinessProcesses,QualityMethodsSkillsandExperience•External–Vendor/ContractorExperienceandSupport,MultipleVendors/Contractors,DependenceOnVendors,RecruitmentIssues供應商客戶Teammemberandrole(no.)Teammemberandrole(no.)Teammemberandrole(no.)Teammemberandrole(no.)客戶聯絡人&影響的程度(經濟型/使用型/技術型)參與的程度支持的程度BuyingPhase:了解需要BuyingPhase:比較可選方案BuyingPhase:選擇BuyingPhase:售後問題什麼是這人做事的動機最急切的三項需求是什麼他們喜歡的溝通方式為何他們希望多長時間接觸一次怎樣才能加深這種關係TheInfluencersWheelVPSalesVPMarketingPlantManagerVPR&DCEOOperative