X Testing Company Key Account Management Research

The world's largest toy maker Mattel,in 2007,has recall a series of toys made in China.After Mattel event,a group of foreign third-party testing agencies strongly penetrated Chinese market,including X testing company.Some small private third-party testing agencies coveted toy testing of high profit,so they started to grab a lot of key customers of X company,thus leading X company a sharp drop in sales.Therefore,how to help X company improve customer loyalty and satisfaction,to improve the market share and competitiveness,is already an urgent problem to solve.This article mainly discusses how to develop key account management of toy department of X company.This article explains the origin and concept of key account management and applies seven key customers management steps which was raised by British Professor Ryals to solve the problems of X company.Literature review,case study,and data analysis are used as the research methods to discuss the KAM status of X company toy department and how to use the seven steps to solve the existing problems including organization structure,identification of key customers and key customer team personnel management,how to improve customer satisfaction,loyalty and how to set the appropriate scale.Finally,some certain safeguards need to ensure KAM can be thoroughly implement in the X company,in order to help X company to regain market dominance.