Ideas!
Customers
remember the things you messed up all by themselves. It's your
job to highlight the times you went "above and beyond" for them.
Do your customers
ever appreciate what you've done for them?
For some reason, human nature
assures that all disasters large and small are memorable. Your customers
simply will not forget. Conversely, you routinely stretch yourself and
your company to go above and beyond the call of duty for them, only to receive -
at best - a, "Well, that's expected," reaction.
They're
not callous. Mostly they're just too darn busy going "above and
beyond" themselves. Face it, when you are in the frying pan,
you're probably not even aware that the other guy just jumped into the fire.
That's
why a "KAPS" for your important customers is appropriate this time of
year. (You tell me which ones are NOT important...)
A
Key Account
Performance Summary
reminds a customer of where he was, explains what you have done,
highlights the results you have produced and lays out what you intend to do
next. Here's an outline:
 |
Customer Issues &
Objectives (as of 1/1/02) |
|
Customer Expectations (as
of 1/1/02) |
|
Your Key Initiatives in
'02 |
|
Bios (of all
those involved in the above) |
|
Other Resources Applied
to the Customer in '02 |
|
Results Delivered
(quantified and "dollarized") |
|
Expectations Met &
Missed in '02 |
|
Your View of Current
Issues, Objectives & |
|
Your '03 Action Plan
(with planned resources to be used) |
All of the above should
be preceded by a one-page cover letter that forcefully, humbly and
accurately calls attention to why you are such a great partner/vendor for
that customer. You should also create a presentation version of the
whole package and formally deliver it to a customer audience that includes
your highest level contact. (...and that person's boss, if
possible...)
There
will be no doubt about your status with a customer following a KAPS
meeting. You will hear about all of your warts. Chances are
you'll also hear compliments about forgotten activities and appreciation for
going the extra mile. Why would you not do this?
Think
about it…
