Key Account Satisfaction Improvement Researching In Coating Materials Industry

In this article, the author takes the branch of coating additives and special resins in EDT Company, a Germany corporation, as the study object. It mainly focuses on its practical experience in key account management system and process in Chinese coating raw material industry. Efficient methods like customer attractiveness analysis and two-eight rules are combined with theories like customer relationship management and value chain analysis in order to reach a specific program professional in customer segmentation management and key account management.In the very beginning, the author introduces the main developing trend of coating industry together with characteristics of those big clients in this area. With an analysis into the value chain of coating material industry, we get the points of convergence between the interest of coatings industry and coatings raw materials industry and thus we can take a look into the status of key account management in EDT Company. And then with a customer satisfaction questionnaire survey and interview of some key clients and the company's high-levels, problems like fail to get customers'demand of product, non-solution of purchasing difficult problem and delayed solution to suit cases are discovered, together with their basic reasons. managing-level in EDT corporation fail to get a cleat understanding of key account management, and thus they ignore the target client with potential value and other latent customers, fail to pay enough attention on service team of key clients, in case of these condition, the author offers a series of solutions like improving the selecting process of key accounts, reform the structure of key account service team, and build up a interest transferring system matching with the product. All these help us to realize the aim of mutual communication and the improvement of customer satisfaction. The author hopes those research can help the coating materials corporation or other chemical corporation on the knowledge and implementation of how to improve the key customer satisfaction, how to found the long term strategic relationship and how to develop the key account management plan.