21ST CENTURY CUSTOMER-CENTRIC MARKETING AND KEY ACCOUNT MANAGEMENT SKILLS

INTRODUCTION
The much-hyped ‘future of work’ is here. Business models are evolving, and so are customer needs. Today’s customers expect more personalized, seamless, and value-driven experiences and you don’t want your competitors to be the ones delivering them.

Traditional marketing approaches are no longer enough. Organizations must embrace customer-centric marketing to truly understand, engage, and retain clients.

This course blends modern customer-centric marketing with key account management strategies, equipping participants with practical skills to strengthen customer relationships, design tailored account plans, and leverage digital tools to drive sustainable growth in today’s competitive business landscape.
 

COURSE OBJECTIVES

• By the end of the program, participants will be able to:
• Understand the principles of customer-centric marketing and its role in business success.
• Analyze customer behavior and segmentation to design targeted marketing strategies.
• Develop and implement effective key account management plans.
• Apply communication, negotiation, and influencing skills to strengthen customer relationships.
• Use digital tools and analytics to enhance engagement, loyalty, and performance measurement.
   

COURSE OUTLINE

Module 1: Customer-Centric Marketing in the 21st Century

• Transition from product-driven to customer-driven marketing
• Customer value, experience, and journey mapping
• Building a customer-centric culture
• Case study: Global brands succeeding with customer-centric strategies

Module 2: Customer Insights, Segmentation, and Personalization

• Collecting and analyzing customer data
• Segmentation strategies (demographic, psychographic, behavioral, value-based)
• Customer Profiling and persona development
• Leveraging insights for personalization and loyalty

Module 3: Fundamentals of Key Account Management (KAM)

• Identifying and selecting key accounts
• Differences between regular account management and KAM
• Roles, responsibilities, and success factors for account managers
• Aligning account goals with client business objectives

Module 4: Relationship Building, Communication, and Negotiation

• Building trust and credibility with clients
• Effective communication and active listening skills
• Managing expectations and resolving conflicts
• Win-win negotiation strategies and collaborative value creation
• Practical role-play exercise

Module 5: Technology, Analytics, and Performance Measurement

• CRM systems and digital engagement tools
• Using analytics to anticipate customer needs and trends
• KPIs for customer-centric marketing and KAM

• Continuous improvement through customer feedback