Research On Key Account Satisfaction Improvement Of HY Company

With the rapid development of China’s big data industry,particularly since the "New Infrastructure" strategy was outlined in the 14 th Five-Year Plan for National Economic and Social Development(2021-2025),the Internet Data Center(IDC)as the infrastructure of the big data industry has received increasing attention from the country and market.Driven by government policies and continuous capital investment from all parties,IDC is developing into the next industrial "boom".Among the numerous researches on key account management(KAM)and satisfaction,there are relatively few studies on these aspects of IDC operators,especially those on guiding IDC operators to improve their KAM level and key account satisfaction based on the theories of KAM and customer satisfaction.Under the background of the current IDC market environment,this paper takes HY Company(a leading third-party IDC operator in China)as the research object.After conducting an in-depth analysis of HY Company’s key accounts through questionnaires and high-level interviews,it was found that HY had not maintained a good relationship with its key accounts,lacked a KAM system and key account sales team,the after-sales service engineers are not competent,the after-sales service process is not perfect,etc.As a result,HY Company has lower key account satisfaction and loyalty.In combination with HY Company’s operations and based on the KAM and other relevant theories,the paper develops a set of effective methods to improve the key account satisfaction,including building key account sales team,improving the ability of after-sales service engineers and optimizing key customer after-sales service process,so as to realize the stable development and win-win situation of the key account relationship.After analyzing the difficulties faced by HY in the key account management process,the paper found its deficiencies and challenges in the KAM system,key account loyalty,after-sales service and information management.Then,the paper proposes feasible improvement plans and recommendations that serve as a guide for specific work.Finally,although this paper takes HY Company as an example,its research process,methods,analysis logic and improvement suggestions can also be used as a reference for other IDC practitioners to improve customer satisfaction in the KAM process.