Customer Relations Management Course:
Manage Top Accounts for Results©

This customer relations management course will focus on how to Manage Top Accounts for Results© and will deepen your understanding of your most important customers. This customer relations management course will enable you to create more value for your organisation by leveraging the power of your best customers.

In this era of uncertainty and dramatic change, leaders are urged from all sides to find new customers, to find new markets and to grow. Not all leaders are equipped to create growth. Your growth initiatives must include your current top accounts, and your growth must be through value.

How an organisation manages its strategic relationships with key customers has a dramatic impact on the success and profitability of their business. As the pace of change quickens, it is essential that all staff manage critical accounts more effectively. Managing critical accounts is even more important when key accounts are serviced by many business units. 

Over the past years executives, from all industries and across many channels, have become more sophisticated in their buying strategies. Consequently, successful management teams, sales, and in-field teams need to become more sophisticated in their key account management strategies. Rethinking and adapting approaches for each account are imperative.

Managing strategic relationships better moves your approach from operational effectiveness to identifying strategic opportunities. Enabling businesses to successfully plan, to better understand and to build sustainable relationships with their existing key accounts. 

Satisfied customers can lead to increased profits, yet creating satisfied customers is not as simple as lowering prices and offering incentives. To defend and grow their profits organisations need to understand what customer's value, and then deliver it consistently.

In times of strategic uncertainty, building strategic skills like account management will ensure managers can minimise strategic vulnerabilities and maximise strategic opportunities.

Course features

Unique to NEWCourse at UON Sydney, this customer relations management course will not only present you with concepts, but it will empower you with practical insights and tools which will support you once back in your workplace.

Before the Course

You will have the opportunity to read a practical case study and compare it to your organisation and your customer relationship management processes. Supported by our expert instructor, this practical case study will provide the basis for your personalised approach to this customer relations management course.

After the Course

In addition to the learning outcomes you will receive the following resources after attending this customer relations management course:

• Comprehensive course notes to refer to once back in the workplace.
• An online Value Tool.
• A copy of the eBook Why do we need to manage our Top Accounts more strategically?

learning outcomes

After successfully completing this customer relations management course you will be able to motivate staff to actively support strategic account management (SAM) by understanding:

1. Why manage a select group of accounts strategically?
2. The benefit of SAM for teams.
3. What does SAM involve?
4. Focus on building value in top accounts.
5. How can I and my department help?

intended audience

This customer relations management course is suitable for key account managers, senior and functional managers across the business who have P&L responsibility when negotiating with key accounts and individuals who manage relationships with key client stakeholders.

The course has been designed for professionals from diverse sectors, including but not limited to Financial Services, Banking, IT, Telecommunications, Pharmaceuticals, Medical Products, Engineering and Construction.

course content

This customer relations management course will cover the following content:

Framework for Success

• Your top accounts and markets and how they are changing: from their perspective how do new accounts see your business?
• Your operating environment and how it is changing.
• Developing a framework of understanding on what strategic account management means for your business.

Systems and Processes

• Developing processes and systems to direct future initiatives and opportunities in managing and leading your business through turbulent times.
• Beating your competitors, both existing competitors and potential competitors.
• How do all internal processes add value for external accounts? In essence to bust silos and to release greater value for strategic accounts.

delivery style

This customer relations management course will be delivered as an interactive workshop consisting of an instructor lead lecture, group and individual activities. This training approach allows you to work through concepts introduced by the instructor in an application-focused teaching environment. You will challenge your understanding of the concepts and consider their application once back in your individual workplace.