{"id":2661,"date":"2007-11-08T02:00:00","date_gmt":"2007-11-08T00:00:00","guid":{"rendered":"http:\/\/92.45.35.169\/kilit-musteri-yonetimi-key-account-management\/"},"modified":"2024-08-08T21:12:57","modified_gmt":"2024-08-08T18:12:57","slug":"kilit-musteri-yonetimi-key-account-management","status":"publish","type":"post","link":"https:\/\/www.kariyer.net\/kariyer-rehberi\/kilit-musteri-yonetimi-key-account-management\/","title":{"rendered":"Kilit M\u00fc\u015fteri Y\u00f6netimi (Key Account Management)"},"content":{"rendered":"
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Kilit m\u00fc\u015fteri y\u00f6netimi kavram\u0131, 1960’lardan itibaren, sat\u0131\u015f ve pazarlama departmanlar\u0131n\u0131n kurumsal b\u00fct\u00e7elerinin b\u00fcy\u00fck bir b\u00f6l\u00fcm\u00fcn\u00fc, b\u00fcy\u00fck m\u00fc\u015fterilerinin \u00f6zel gereksinimlerini kar\u015f\u0131lamak i\u00e7in kullanmaya ba\u015flamalar\u0131yla ortaya \u00e7\u0131km\u0131\u015ft\u0131r. <\/span><\/div>\n

Daha fazla \u00f6neme sahip olmas\u0131 gerekti\u011fi d\u00fc\u015f\u00fcn\u00fclen m\u00fc\u015fterilerin kimler olaca\u011f\u0131 ve nas\u0131l se\u00e7ilmeleri gerekti\u011fi konusundaki tart\u0131\u015fmalar, firmadan firmaya \u00e7e\u015fitlilik g\u00f6sterirken, genel olarak temel al\u0131nan \u00f6l\u00e7\u00fctler, birden fazla firman\u0131n sahibi olan, di\u011fer b\u00fcy\u00fck firmalar i\u00e7in referans olarak g\u00f6sterilebilecek prestije ve pazar pay\u0131na sahip, firman\u0131n kâr\u0131nda b\u00fcy\u00fck de\u011fi\u015fiklikler olu\u015fturabilecek firmalar olarak belirlenmi\u015ftir. <\/span><\/p>\n

Daha yak\u0131n tarihe bak\u0131ld\u0131\u011f\u0131nda kilit m\u00fc\u015fteri y\u00f6netiminin \u00e7ok daha stratejik bir konuma geldi\u011fi g\u00f6r\u00fclmektedir. Kilit m\u00fc\u015fteri y\u00f6netimine de uygulanabilen “Pareto Kural\u0131 (20\/80)” \u00e7er\u00e7evesinde say\u0131ca \u00e7ok az olan bir grup m\u00fc\u015fterinin sat\u0131\u015f s\u00f6z konusu oldu\u011funda di\u011fer m\u00fc\u015fterilere g\u00f6re firma kâr\u0131n\u0131n daha b\u00fcy\u00fck bir b\u00f6l\u00fcm\u00fcn\u00fc olu\u015fturduklar\u0131 g\u00f6r\u00fclmektedir. Bu nedenle bu m\u00fc\u015fteri kesimine farkl\u0131 yakla\u015fmak, ne tip \u00f6zel avantajlar sa\u011flanabilece\u011fi \u00fczerine d\u00fc\u015f\u00fcnmek ve onlara hangi hizmetlerin hangi ko\u015fullar alt\u0131nda sunulmas\u0131n\u0131n daha do\u011fru olaca\u011f\u0131 \u00fczerine ara\u015ft\u0131rma yapmak, kilit m\u00fc\u015fteri y\u00f6netimi planlamas\u0131nda \u00f6nemli yer tutan noktalard\u0131r.<\/span><\/p>\n

A\u015fa\u011f\u0131daki sorular, kilit m\u00fc\u015fteri y\u00f6netimi uygulamak isteyen firmalara yol g\u00f6sterici niteliktedir. <\/span><\/p>\n

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  1. Programa ka\u00e7 m\u00fc\u015fteri dahil etmeliyiz? <\/span><\/li>\n
  2. Hangi m\u00fc\u015fterilerin kilit m\u00fc\u015fteri olarak isimlendirimeleri gerekti\u011fine nas\u0131l karar verece\u011fiz? <\/span><\/li>\n
  3. T\u00fcm kilit m\u00fc\u015fteriler ayn\u0131 stat\u00fcde mi olacaklar? <\/span><\/li>\n
  4. Bu planlama \u00e7er\u00e7evesinde kilit m\u00fc\u015fterilerimize ne tip avantajlar sunaca\u011f\u0131z? <\/span><\/li>\n
  5. Kilit m\u00fc\u015fteri y\u00f6netimi program\u0131ndan firman\u0131n elde edece\u011fi kazan\u00e7 ne d\u00fczeyde olacakt\u0131r? <\/span><\/li>\n
  6. Kilit m\u00fc\u015fterilere nas\u0131l seslenmeli ve onlara \u00f6zel olduklar\u0131n\u0131 ne \u015fekilde ifade etmeliyiz? <\/span><\/li>\n
  7. Kilit m\u00fc\u015fteri y\u00f6neticilerimizi hangi \u00f6l\u00e7\u00fctlere g\u00f6re se\u00e7meli, i\u015fe almal\u0131 ve e\u011fitmeliyiz? <\/span><\/li>\n
  8. Kilit m\u00fc\u015fteri y\u00f6netimi ile sorumlu olacak bir grup olu\u015fturmal\u0131 m\u0131y\u0131z? Olu\u015fturacaksak, bu grup kimlerden olu\u015fmal\u0131? <\/span><\/li>\n
  9. Kilit m\u00fc\u015fteri y\u00f6netiminde \u00e7al\u0131\u015facak grupta i\u015f b\u00f6l\u00fcm\u00fc nas\u0131l olu\u015fturulmal\u0131? <\/span><\/li>\n
  10. Kilit m\u00fc\u015fterilerimiz i\u00e7in uygulanacak stratejiyi nas\u0131l belirlemeliyiz? <\/span><\/li>\n
  11. Bu proje i\u00e7in \u00fcst d\u00fczey y\u00f6netimden ne tip kaynaklar sa\u011flanabilir? <\/span><\/li>\n
  12. Kilit m\u00fc\u015fteri y\u00f6netimi ekibindeki inisiyatif kullan\u0131m\u0131 hangi \u00f6l\u00e7\u00fctlere g\u00f6re d\u00fczenlenmelidir? <\/span><\/li>\n
  13. Kilit m\u00fc\u015fteri y\u00f6netimi ekibi firman\u0131n sat\u0131\u015f departman\u0131yla nas\u0131l bir ileti\u015fim i\u00e7inde olmal\u0131? <\/span><\/li>\n<\/ol>\n

    G\u00fcn\u00fcm\u00fczde k\u00fcresel rekabetin beraberinde getirdi\u011fi a\u00e7\u0131k ekonomi, bir\u00e7ok firman\u0131n giderlerini kontrol etmede b\u00fcy\u00fck \u00e7apta \u00f6nlemler almas\u0131na neden oldu. Firmalarda yo\u011funlukla ya\u015fanan ve ya\u015fanacak olan yeniden yap\u0131lanma hareketleri, her d\u00fczeyden \u00e7al\u0131\u015fan\u0131n i\u015ften \u00e7\u0131kar\u0131lmas\u0131na, firma evliliklerine veya k\u00fc\u00e7\u00fclmelere neden oldu. Bu tip i\u015ften \u00e7\u0131karma, giderlerden k\u0131sma ve yat\u0131r\u0131m tedbirlerinin art\u0131rma gibi \u00e7\u00f6z\u00fcmler; kimi zaman beklenilen d\u00fczeyde geri kazan\u0131m sa\u011flanmas\u0131nda etkili olmad\u0131.<\/span><\/p>\n

    Firmada s\u00fcrekli olarak i\u015fleyen bir kilit m\u00fc\u015fteri y\u00f6netimi program\u0131 geli\u015ftirmek i\u00e7in mali yat\u0131r\u0131m, uzun d\u00f6neme yay\u0131lm\u0131\u015f bir politika gereklidir. Bu yat\u0131r\u0131mlar firmadan firmaya de\u011fi\u015fiklik g\u00f6stermekte olup, kilit m\u00fc\u015fteri y\u00f6netiminin ba\u015far\u0131s\u0131 bu noktalar\u0131n stratejik planlamas\u0131na ba\u011fl\u0131d\u0131r. Bunlar\u0131n yan\u0131 s\u0131ra y\u00fcksek ileti\u015fim becerileri, kurumsal yap\u0131, \u00fcst y\u00f6netimin programa ba\u011fl\u0131l\u0131\u011f\u0131 ve deste\u011fi, bilgi y\u00f6netimi, m\u00fc\u015fterilerin se\u00e7ilmesi, hizmetlerin planlanmas\u0131 ve m\u00fc\u015fteri ili\u015fkilerinin verimli ve profesyonel \u00e7al\u0131\u015fmas\u0131, kilit m\u00fc\u015fteri y\u00f6netiminden sa\u011flanacak olan kârda b\u00fcy\u00fck rol oynamaktad\u0131r.<\/span><\/p>\n

    G\u00fcn\u00fcm\u00fczde kilit m\u00fc\u015fteri y\u00f6netimi firman\u0131n ve m\u00fc\u015fterilerin yap\u0131lar\u0131na ve davran\u0131\u015flar\u0131na g\u00f6re ulusal, b\u00f6lgesel, \u00e7okuluslu ve global d\u00fczeyde \u015fekillenebilir. Kilit m\u00fc\u015fteri y\u00f6netimi uygulamas\u0131 yeni geli\u015fim g\u00f6steren, zorlu bir piyasada ayakta kalabilmek ya da daha da geli\u015febilmek ve gelecekte sahip olduklar\u0131 pazar paylar\u0131n\u0131 kaybetmeyip geni\u015fletmek isteyen firmalar\u0131n, m\u00fc\u015fterinin \u00f6nemini farkedip gelecek planlar\u0131n\u0131 m\u00fc\u015fterilerin ve onlar\u0131n i\u00e7inden de daha \u00f6zel olanlar\u0131 i\u00e7in yapmalar\u0131 anlam\u0131na gelmektedir. <\/span><\/p>\n

    Ba\u015far\u0131l\u0131 bir kilit m\u00fc\u015fteri y\u00f6netimi iyi pazarlama ve sat\u0131\u015f stratejisine dayanmaktad\u0131r. Bu stratejiyi olu\u015ftururken \u00f6zellikle dikkat edilmesi gereken noktalar a\u015fa\u011f\u0131daki gibidir;<\/span><\/p>\n

    Kilit m\u00fc\u015fterilerinizi belirleyin.<\/span><\/strong><\/p>\n

    Kilit m\u00fc\u015fteri y\u00f6netimi sisteminde firman\u0131n pazar pay\u0131na, kâr marj\u0131na ve mali kaynaklar\u0131na g\u00f6re kilit m\u00fc\u015fterilerin say\u0131lar\u0131 belirlenir. <\/span><\/p>\n

    \u00c7o\u011funlukla b\u00fcy\u00fck \u00f6l\u00e7ekli firmalarda kilit m\u00fc\u015fteri olmaya aday \u00e7ok say\u0131da firma olaca\u011f\u0131ndan daha titiz bir se\u00e7im yap\u0131lmal\u0131d\u0131r. \u00d6nemli olan kilit m\u00fc\u015fterilerin say\u0131lar\u0131n\u0131n fazlal\u0131\u011f\u0131 de\u011fil; se\u00e7ilen m\u00fc\u015fterilere \u00f6zel hizmet sunulmas\u0131d\u0131r.<\/span><\/p>\n

    Se\u00e7ilen m\u00fc\u015fteri say\u0131s\u0131, firman\u0131n gelirleri ile do\u011fru orant\u0131l\u0131 olmazsa, m\u00fc\u015fterilere ek ve \u00f6zel hizmet sunmakta zorluklar ya\u015fanabilir. Bu da firma prestiji a\u00e7\u0131s\u0131ndan olumsuz bir bak\u0131\u015f a\u00e7\u0131s\u0131 yaratabilir. Bu nedenle kilit m\u00fc\u015fterilerin dikkatli ve firman\u0131n kaynaklar\u0131yla ba\u011fda\u015facak bir \u015fekilde se\u00e7ilmesi gereklidir.<\/span><\/p>\n

    Kilit m\u00fc\u015fterilerinizin kimler olaca\u011f\u0131na nas\u0131l karar vereceksiniz?<\/span><\/strong><\/p>\n

    \u00c7o\u011fu firma i\u00e7in kilit m\u00fc\u015fterilerin kimler olduklar\u0131 olduk\u00e7a a\u00e7\u0131kt\u0131r; firmay\u0131 en fazla kâra ge\u00e7iren m\u00fc\u015fteriler, kilit m\u00fc\u015fterilerdir. Ama bu her zaman ge\u00e7erli olmakta m\u0131d\u0131r?<\/span><\/p>\n

    Kilit m\u00fc\u015fteri y\u00f6netimi her firmada ek bir b\u00fct\u00e7e gerektiren sistemdir. Bu nedenle yap\u0131lan yat\u0131r\u0131m\u0131n firmaya nas\u0131l geri d\u00f6nece\u011fi konusunda planlama yapmak gerekmektedir. Kilit m\u00fc\u015fteri y\u00f6netiminin firman\u0131z i\u00e7in getirisi b\u00fcy\u00fck bir sistem oldu\u011fundan emin olman\u0131z olduk\u00e7a \u00f6nemlidir. Bunun yan\u0131 s\u0131ra \u015fu an i\u00e7in firma kâr\u0131nda b\u00fcy\u00fck olumlu de\u011fi\u015fiklikler yapan firmalar\u0131n gelecekte de ayn\u0131 konumda olup olmayacaklar\u0131n\u0131 ara\u015ft\u0131rman\u0131z ve kilit m\u00fc\u015fterilerinizi se\u00e7erken bu anlamda da bir gelece\u011fe y\u00f6nelik yat\u0131r\u0131m yapmal\u0131s\u0131n\u0131z. Gittik\u00e7e geli\u015fen ve b\u00fcy\u00fcyen sekt\u00f6rlerde yer alan; ama \u015fu an itibar\u0131yla firman\u0131z\u0131n kâr marj\u0131nda b\u00fcy\u00fck etkiler yapmayan firmalar\u0131 da dikkate alman\u0131zda ve o firmalara \u00f6zel programlar geli\u015ftirmenizde de fayda vard\u0131r.<\/span><\/p>\n

    Kilit m\u00fc\u015fteri y\u00f6neticisinin se\u00e7imi ve sorumluluklar\u0131 <\/span><\/strong><\/p>\n

    Kilit m\u00fc\u015fteri y\u00f6neticisi, kilit m\u00fc\u015fterilerin m\u00fc\u015fteri memnuniyetini sa\u011flamakla, kilit m\u00fc\u015fterilere sunmak i\u00e7in tasarlanacak \u00fcr\u00fcn ve hizmetler i\u00e7in kurumsal kaynak bulmakla ve bu m\u00fc\u015fterilerin firma ile ilgili her tip sorununa b\u00fcy\u00fck bir titizlikle yakla\u015fmakla sorumludur. Bu g\u00f6revde kilit m\u00fc\u015fteri y\u00f6neticisine en \u00e7ok yard\u0131m ve deste\u011fi g\u00f6sterecek olan departman sat\u0131\u015f departman\u0131d\u0131r. Sat\u0131\u015f ekibi ile koordine bir \u015fekilde \u00e7al\u0131\u015f\u0131lmas\u0131, gerek kilit m\u00fc\u015fterilerin gerek bu m\u00fc\u015fterilere sunulabilecek hizmetlerin belirlenmesinde olduk\u00e7a \u00f6nemlidir. <\/span><\/p>\n

    Kilit m\u00fc\u015fteri y\u00f6netimi sistemi \u00e7er\u00e7evesinde \u00e7al\u0131\u015fan personelinizi gerekiyorsa e\u011fitime tabi tutun.<\/span><\/strong><\/p>\n

    Kilit m\u00fc\u015fteri y\u00f6neticileriniz gerek sat\u0131\u015f gerek m\u00fc\u015fteri ili\u015fkileri ve pazarlamada etkin rol oynayacaklar\u0131 i\u00e7in b\u00fct\u00fcn bu \u00f6zellikleri b\u00fcnyelerinde bar\u0131nd\u0131rmalar\u0131 gerekmektedir. Stratejik planlar\u0131 olu\u015fturmalar\u0131 ve y\u00f6netmeleri, tak\u0131m \u00e7al\u0131\u015fmas\u0131 \u00e7er\u00e7evesinde koordineli olarak \u00e7al\u0131\u015fmalar\u0131, farkl\u0131 kilit m\u00fc\u015fterilerin farkl\u0131 firma yap\u0131lar\u0131na ve k\u00fclt\u00fcrlerine uygun \u00f6zel hizmetler geli\u015ftirmeleri gerekece\u011finden, daha geni\u015f bir e\u011fitim s\u00fcrecine tabi tutulmalar\u0131 gerekli olabilir. <\/span><\/p>\n

    Firmaya g\u00f6re finans, pazarlama, lojistik, m\u00fc\u015fteri hizmetleri, ara\u015ft\u0131rma ve geli\u015ftirme konusunda etkili ge\u00e7mi\u015fleri ve planlama becerileri olmal\u0131d\u0131r. <\/span><\/p>\n

    Kilit m\u00fc\u015fterileriniz i\u00e7in \u00f6nemli olan noktalar\u0131 \u00f6\u011frenin, bilgi toplay\u0131n. <\/span><\/strong><\/p>\n

    M\u00fc\u015fteri memnuniyeti s\u00f6z konusu oldu\u011funda en etkili silah\u0131n fiyatlarda indirim oldu\u011fu her zaman i\u00e7in do\u011fru bir genelleme de\u011fildir. \u00c7o\u011fu m\u00fc\u015fterinin beklentisi bu y\u00f6nde geli\u015firken, bir k\u0131sm\u0131n\u0131n da farkl\u0131 hizmetlere ve \u00fcr\u00fcnlere sahip olmay\u0131 tercih edebilecekleri g\u00f6z ard\u0131 edilmemesi gereken bir noktad\u0131r.<\/span><\/p>\n

    Bu nedenle kilit m\u00fc\u015fteri olarak se\u00e7ilen grubun firmalar\u0131 ile ilgili detayl\u0131 yap\u0131lacak olan ara\u015ft\u0131rmalar, firmalar\u0131n gereksinimlerine paralel olarak farkl\u0131 \u00fcr\u00fcn ve hizmetler olu\u015fturmay\u0131; e\u011fer bu tip hizmetler mevcutsa bunlar\u0131 geli\u015ftirmeyi de hedeflemelidir. <\/span><\/p>\n

    Hangi sekt\u00f6re ya da sekt\u00f6rlere hizmet veriyor olursan\u0131z olun, \u00f6zellikle kilit m\u00fc\u015fterilerinizin gelece\u011fe y\u00f6nelik yat\u0131r\u0131m planlar\u0131na ve ihtiya\u00e7lar\u0131na ili\u015fkin geni\u015f bir bilgi birikimine sahip olman\u0131z, her zaman i\u00e7in onlara en iyi hizmeti sunman\u0131z\u0131 ve onlar\u0131n da size ba\u011fl\u0131 kalmas\u0131n\u0131 sa\u011flayacakt\u0131r.<\/span><\/p>\n

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    Kilit m\u00fc\u015fteri y\u00f6netimi kavram\u0131, 1960’lardan itibaren, sat\u0131\u015f ve pazarlama departmanlar\u0131n\u0131n kurumsal b\u00fct\u00e7elerinin b\u00fcy\u00fck bir b\u00f6l\u00fcm\u00fcn\u00fc, b\u00fcy\u00fck m\u00fc\u015fterilerinin \u00f6zel gereksinimlerini kar\u015f\u0131lamak i\u00e7in kullanmaya ba\u015flamalar\u0131yla ortaya \u00e7\u0131km\u0131\u015ft\u0131r. Daha fazla \u00f6neme sahip olmas\u0131 gerekti\u011fi d\u00fc\u015f\u00fcn\u00fclen m\u00fc\u015fterilerin kimler olaca\u011f\u0131 ve nas\u0131l se\u00e7ilmeleri gerekti\u011fi konusundaki tart\u0131\u015fmalar, firmadan firmaya \u00e7e\u015fitlilik g\u00f6sterirken, genel olarak temel al\u0131nan \u00f6l\u00e7\u00fctler, birden fazla firman\u0131n sahibi olan, […]<\/p>\n\n

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