Certified Integrated Marketing Fundamental

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

2009 MarkPlus Institute of Marketing

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Certified Integrated Marketing Associate

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 Management c. Siklus Account Management 3. Proses Account Management a. Account Profile and Analysis b. Account Strategic goal and Strategy c. Account Execution d. Account evaluation

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Mari Berhenti dan Berpikir

Mengapa
Account Management Penting?
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Memahami Pentingnya Account Management

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

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Memahami Pentingnya Account Management

Setiap account memiliki potensi yang berbeda

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)
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Memahami Pentingnya Account Management

Retensi pelanggan lama yang potensial lebih menguntungkan bagi perusahaan

Customer Profit

Retaining customers is extremely profitable

Price premium Referrals Reduced operating costs Increased purchases

Base profit

Acquisition Cost

Year

Source: Bain Customer Retention Model, Bain & Company

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Dari Traditional Selling ke Account Management

Perlunya memperhatikan hubungan jangka panjang Traditional Selling Sales Volume Nature of Product/Service Offering Time Horizon Information Sharing Bervariasi Besar Core product/service ditambah aplikasi yang customized serta value added services Long term Ekstensif Menjadi supplier yang disukai Dikenal sebagai lower firm cost Membina relationship Melibatkan banyak individu dengan peran yang beragam dalam proses pengambilan keputusan Account Management

Core product/service

Short term Terbatas Memaksimalkan revenus Memuaskan pelanggan Purchasing manager dan beberapa individu lain

Sales Force Objectives

Structure of Buying Center

Source: (Miller Heiman, Large Account Management Process)

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Dari Traditional Selling ke Account Management

Perlunya memperhatikan hubungan jangka panjang

Traditional Selling

D I Marketing R E C Operations T O R Information Systems S

Marketing

Operations Information Systems

Sales

Purchasing

D I R E C T O R S

Supplier
Professor Malcolm McDonald, Cranfield School of Management
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Customer

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Dari Traditional Selling ke Account Management

Perlunya memperhatikan hubungan jangka panjang

Account Management Directors Directors selling sellingcompany company Directors Directors buying buying company company

Marketing Operations Information Systems

Marketing Operations Information Systems

Key-Account Co-ordination

Supplier Development

Supplier
Professor Malcolm McDonald, Cranfield School of Management
2009 MarkPlus Institute of Marketing

Customer
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Mari Berhenti dan Berpikir

Yang dimaksud dengan Account dan Account Management ?

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Apa

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Memahami Perbedaan Account dan Key Account

Pyramid Structure of Customer Base

Key Account % of # of customers 10 60 80 % of times % of revenue

Umumnya perusahaan hanya memiliki sedikit Key Account. Namun mereka menuntut perhatian yang lebih banyak dari sisi waktu karena potensi revenue yang dijanjikan juga besar

30

30 10 Mid-size accounts

60

Small accounts

10 10

# Of Accounts

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Melakukan Penyeleksian Account

Strength of Attractiveness
Hi

Question mark Account

Star/Key Star Customer Account

Profit taking Account

Lo Lo

Profit making Account

Hi

Strength of Relationship

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Ciri-Ciri Key Account

Mereka sangat penting perannya dalam mencapai target financial Telkom Kehilangan mereka akan sangat berpengaruh terhadap bisnis Telkom dan akan sulit dicari penggantinya dalam jangka pendek. Biasanya Telkom telah menjalin hubungan yang erat dan mapan dengan mereka dan mereka berpotensi untuk bisnis di masa depan. Meskipun mereka hanya mewakili 10% pelanggan dan prospek Telkom, Telkom harus mengalokasikan banyak sumberdaya untuk mereka.

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Memahami Account Management

Account Management

The systematic development and nurturing of customers that are strategically important to an organizations survival and prosperity
Terry R. Bacon, Selling to Major Account, 1999

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Memahami Account Management

Dalam melakukan pengelolaan account, Account Manager harus memperhatikan aspek-aspek di bawah ini:

1. 2. 3. 4.

Melakukan klarifikasi kriteria penyeleksian account Menganalisa human factors Memahami dinamika hubungan antara buyer-seller Mendiagnosa dan mengelola kebutuhan kooordinasi antara perusahaan dan account

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Siklus Account Management: Objective

Development Stage Pre AM Early AM Objectives Melakukan kontak awal ke account Penetrasi ke account Meningkatkan volume penjualan Mendapatkan status sebagai preferred supplier Membangun relationship Konsolidasi status sebagai preferred supplier Spirit untuk menjalin partnership Kesamaan culture Continuous improvement Berbagi reward (Share reward) Integrasi sebagian proses bisnis (quasi integration) Pemisahan hubungan bisnis Uncoupling AM
(sebisa mungkin tahap ini dihindari, kecuali jika account tidak bisa lagi memberikan kontribusi finansial yang positif)

Mid AM

Partnership AM

Synergistic AM

Source: Hutt, Michael.. Business Marketing Management, Thomson 2007

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Siklus Account Management: Strategy

Development Stage Pre AM Strategy Identifikasi contact person Memahami kebutuhan Membangun social network Memberikan solusi dengan biaya efektif Membangun kepercayaan Memberikan solusi yang terkait dengan proses Membangun tim lintas organisasi Joint system Mengintegrasikan proses memperluas joint problem solving Pengurangan biaya Joint value creation Koordinasi di level strategis Menarik tim dari account

Early AM

Mid AM

Partnership AM

Synergistic AM Uncoupling AM

Source: Hutt, Michael.. Business Marketing Management, Thomson 2007

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Mari Berhenti dan Berpikir

Bagaimana
Proses Account Management ?
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Proses Account Management Secara umum proses Account Management mencakup tahapan-tahapan sebagai berikut:
Step 1 Key Account Profile

Step 2

Key Account Analysis

Step 3

Key Account Goal and Strategy

Step 4

Key Account Plan

Step 5

Key Account Execution

Step 6

Evaluation

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Proses Account Management

Step 1: Key Account Profile

Step 1 Key Account Profile

Step 2

Key Account Analysis

Melakukan profiling terhadap faktor-faktor yang mempengaruhi aktivitas 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 3

Key Account Goal and Strategy

Step 4

Key Account Plan

Step 5

Key Account Execution

Step 6

Evaluation

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Proses Account Management

Step 2: Key Account Analysis

Step 1 Key Account Profile

Step 2

Key Account Analysis

Melakukan analisa profil 4Cs (Change, Competition, Customer dan Account) untuk mendapatkan input bagi penetapan goal dan strategi. Teknik analisa yang lazim digunakan: SWOT Analysis dari account

Step 3

Key Account Goal and Strategy

Step 4

Key Account Plan

Step 5

Key Account Execution

Step 6

Evaluation

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Proses Account Management

Step 3: Key Account Goal and Strategy

Step 1 Key Account Profile

Penetapan goal yang berdasarkan

Step 2 Key Account Analysis

pada prinsip SMART (specific, measurable, attainable, relevant, dan timely)

Step 3

Key Account Goal and Strategy

Strategi general dalam Account

Step 4 Key Account Plan

Management mencakup:

Step 5

Key Account Execution

Get Keep Grow

: Akuisisi account baru : Retensi account lama : Meningkatkan value penjualan dari account lama

Step 6

Evaluation

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Certified Integrated Marketing Associate

Proses Account Management

Step 3: Key Account Goal and Strategy

Step 1 Key Account Profile

1
Step 2 Key Account Analysis

GET Teknik untuk mendapatkan pelanggan baru adalah menggunakan:

Step 3

Key Account Goal and Strategy

- Customer-Focused Selling dan

Step 4 Key Account Plan

- Consultative Selling

Step 5

Key Account Execution

Step 6

Evaluation

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Proses Account Management

Step 3: Key Account Goal and Strategy

Step 1 Key Account Profile

2
Step 2 Key Account Analysis

KEEP

GET

Step 3

Key Account Goal and Strategy

Building Building Internal Internal Support Support

Step 4

Key Account Plan

Step 5

Key Account Execution

Managing Managing Relationship Relationship

Managing Managing Information Information

Managing Managing Satisfaction Satisfaction

Step 6

Evaluation

GROW

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Proses Account Management

Step 3: Key Account Goal and Strategy

Step 1 Key Account Profile

3
Step 2 Key Account Analysis

GROW

KEEP

Step 3

Key Account Goal and Strategy

Managing Managing Momentum Momentum and and Opportunity Opportunity

Step 4

Key Account Plan

Step 5

Key Account Execution

Cross Cross Selling Selling

Up Up Selling Selling

Step 6

Evaluation

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Proses Account Management

Step 4: Key Account Plan

Step 1 Key Account Profile

Key Account Analysis

Penyusunan rencana program

Step 2 Key Account Analysis

pengelolaan account yang dilengkapi dengan target pencapaian selama jangka waktu tertentu serta action plan untuk mencapainya.

Key Account Strategic Intents and Goals

Step 3 Key Account Goal and Strategy

Step 4

Key Account Plan

Key Account Strategy

Account Plan
Key Account Execution

Step 5

- Mission - SMART goal - Action plan

Step 6

Evaluation

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Proses Account Management

Step 5: Key Account Execution

Step 1 Key Account Profile

Key Account Analysis

Tahapan dalam eksekusi account plan

Step 2

Key Account Analysis

Key Account Strategic Intents and Goals

Step 3 Key Account Goal and Strategy

Team Team formation formation

Step 4

Key Account Plan

Key Account Strategy

Job Job delegation delegation and and socialization socialization

Step 5

Key Account Execution

Plan Plan execution execution

Step 6

Evaluation

Execution Execution monitoring monitoring

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Proses Account Management

Step 6: Evaluation
Step 1 Key Account Profile

Key Account Analysis

Metode yang umum digunakan adalah

Step 2 Key Account Analysis

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 Strategic Intents and Goals

Step 3 Key Account Goal and Strategy

Step 4

Key Account Plan

Key Account Strategy

Step 5

Key Account Execution

Step 6

Evaluation

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Proses Account Management

Step 6: Evaluation
Step 1 Key Account Profile

Key Account Analysis

Account profitability selanjutnya dapat dianalisa lebih jauh dengan pendekatan Life Time Value:

Step 2

Key Account Analysis

Key Account Strategic Intents and Goals

Step 3 Key Account Goal and Strategy

Step 4

Key Account Plan

Key Account Strategy

Step 5

Key Account Execution

Step 6

Evaluation

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AKHIR SESI 2 ADA PERTANYAAN?

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