* Market-specific to financial services
* CD Rom providing KAM analysis software, and access to further support.
* Practical tools, both in the text and the CD-ROM
Building on the success of Peter Cheverton's generic book, Key Account Management, (now in its third edition), Key Account Management in Financial Services follows a broadly similar structure but is aimed at sales and marketing people in the financial services (FS) sector. Designed for practitioners and managers responsible for implementation, the focus is on "making it happen," using real examples to illustrate tools and models, and to highlight success and failure. The book takes the readers through a developing process of understanding, analysis, planning, implementation, and performance monitoring, matching the development over time of their own plans. It is intended to be used as a "before, during, and after" guide to practical implementation. Targeted narrowly on financial services, the book addresses the changing environment and the new imperatives for KAM -- the rising cost of sales, regulatory bodies, globalization of customers, new customer organizations; the buying process in Financial Services; "Competitor Replacement Strategies," a particular feature of the FS market. Also included are a much expanded section on E-commerce and the Internet, and one on the management of non Key Accounts, vital to the success of any KAM strategy in these markets
About the Authors
Bryan Foss is Customer Centricity Solutions Executive within IBM Global Financial Services, currently leading an IBM business providing and integrating application-based CRM solutions for Financial Services companies worldwide. Foss works primarily with key insurance and financial services companies globally, including large and innovative companies, composites and new directs. Prior to his global market management and solution development and delivery role, Bryan was responsible for IBM's business relationship with the Prudential Corporation, worldwide, over a 6-year period. Previous experience in financial services also included a similar period working as IBM's technical management contact with American Express Card and Travel services, supporting all non-US operations.
Tim Hughes is Senior Lecturer at Bristol Business School
Merlin Stone is IBM Professor of Relationship Marketing at Bristol Business School, University of the West of England. He is Business Research Leader with IBM's Business Consulting Services and author of over twenty books on marketing & customer service, including Up Close & Personal, CRM @ Work, Successful Customer Relationship Marketing, CRM in Financial Services and The Customer Management Scorecard, all published by Kogan Page.
Peter Cheverton is Director of Insight Marketing & People, now established as the leading international training and consultancy firm in KAM implementation, working in 30+ countries including Australia, Austria, Belgium, Brazil, Canada, China, Denmark, France, Germany, Holland, Hong Kong, Italy, Mexico, Poland, Singapore, South Africa, Switzerland, Taiwan, UK & USA. His clients include some of the world's major blue chip companies such as AstraZeneca, Dow Corning, DuPont, ICI, P&O and PPG. He is also the author of Key Marketing Skills (Kogan Page).
* CD Rom providing KAM analysis software, and access to further support.
* Practical tools, both in the text and the CD-ROM
Building on the success of Peter Cheverton's generic book, Key Account Management, (now in its third edition), Key Account Management in Financial Services follows a broadly similar structure but is aimed at sales and marketing people in the financial services (FS) sector. Designed for practitioners and managers responsible for implementation, the focus is on "making it happen," using real examples to illustrate tools and models, and to highlight success and failure. The book takes the readers through a developing process of understanding, analysis, planning, implementation, and performance monitoring, matching the development over time of their own plans. It is intended to be used as a "before, during, and after" guide to practical implementation. Targeted narrowly on financial services, the book addresses the changing environment and the new imperatives for KAM -- the rising cost of sales, regulatory bodies, globalization of customers, new customer organizations; the buying process in Financial Services; "Competitor Replacement Strategies," a particular feature of the FS market. Also included are a much expanded section on E-commerce and the Internet, and one on the management of non Key Accounts, vital to the success of any KAM strategy in these markets
About the Authors
Bryan Foss is Customer Centricity Solutions Executive within IBM Global Financial Services, currently leading an IBM business providing and integrating application-based CRM solutions for Financial Services companies worldwide. Foss works primarily with key insurance and financial services companies globally, including large and innovative companies, composites and new directs. Prior to his global market management and solution development and delivery role, Bryan was responsible for IBM's business relationship with the Prudential Corporation, worldwide, over a 6-year period. Previous experience in financial services also included a similar period working as IBM's technical management contact with American Express Card and Travel services, supporting all non-US operations.
Tim Hughes is Senior Lecturer at Bristol Business School
Merlin Stone is IBM Professor of Relationship Marketing at Bristol Business School, University of the West of England. He is Business Research Leader with IBM's Business Consulting Services and author of over twenty books on marketing & customer service, including Up Close & Personal, CRM @ Work, Successful Customer Relationship Marketing, CRM in Financial Services and The Customer Management Scorecard, all published by Kogan Page.
Peter Cheverton is Director of Insight Marketing & People, now established as the leading international training and consultancy firm in KAM implementation, working in 30+ countries including Australia, Austria, Belgium, Brazil, Canada, China, Denmark, France, Germany, Holland, Hong Kong, Italy, Mexico, Poland, Singapore, South Africa, Switzerland, Taiwan, UK & USA. His clients include some of the world's major blue chip companies such as AstraZeneca, Dow Corning, DuPont, ICI, P&O and PPG. He is also the author of Key Marketing Skills (Kogan Page).
