Key Account Management i verksamheten

Sammanfattning

The purpose with this thesis is to illustrate companies? way of using Key

Account Management in the organization. We developed the four following

research questions: Why do companies choose to use Key Account Management?

How do companies identify and choose their key customers? How does a key

account manager work? How do the skills needed by a key account manager look

like? The results showed that KAM offered several important benefits, mainly

of economical characteristics. Identification of the key accounts was mainly

conducted through certain economical criteria the customers had to fulfil.

The key account manager had several tasks and was working with assigned key

accounts, which he was responsible to nurture and develop. He was also

responsible for a team assigned to him. The results further showed that the

key account manager was supposed to possess a wide range of different

skills. It should be pointed out that the company wanted each key account

manager to have their own personal touch.