Study On KAM Strategy Optimization Of Intertek GZ Footwear Testing

With the trend of Global Economic Integration and rapid growth of market economy,China footwear manufacturing has shown a rapid growth and became the world's largest producer at the beginning of twenty-first century,the third party service provider also wins the opportunities of business development during the same time period.Currently,the testing business of third party lab is facing the dilemma of business slowdown due to the impact of global economic recession,decline of China exports and the market competition intensifies,key account management has been the main focus of the testing industry.Intertek is the first third party service provider from overseas that entered China market at the earlier time,which is mainly to provide third party testing and certification services for various retailers,buyers and manufacturers,and footwear testing is one of the major business lines in Intertek.In recent years,some footwear factories began to shift to Southeast Asian countries due to the rising cost of domestic footwear production.In addition,the major competitors such as SGS and BV also increase the investment in China.Footwear testing market is facing the fragmented situation as well with the growing of local testing service provider.The footwear testing business performance of Intertek is also lagging behind the forecast due to the loss of key customers in the new competitive environment.In order to achieve the goal of improving customer satisfaction and loyalty,this paper takes a study for the key account strategy based on the major issues of key account management.The research methods include literature research,content analysis,questionnaire and statistical analysis.Furthermore,the research content includes the survey of key customer satisfaction and customer loyalty,which is to diagnose the main problems existed in the key account management of Intertek,such as the challenge of process and management strategies.Based on the theory of customer relationship management,process optimization and customer loyalty,this paper optimizes the process and management strategy,as well as making the implementing recommendations for the key account management strategy of the company.This paper would help Intertek GZ footwear testing to work out an effective way on managing key customers,in order to achieve a higher customer satisfaction and loyalty and facilitate its sustainable development as a third party testing service provider.At the same time,it helps the third party quality assurance industry to keep its pace on continuous innovations on procedure enhancement and stabilize the performance of key customers significantly.