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In this the final blog in my series on key account management best practice in the legal sector, I explore how the CRP and his/her client service team pull together a client service plan. This plan becomes the ‘contract’ between the CRP and the firm’s management and is the document against which the team’s efforts will be measured.
In my experience, the key to putting an effective plan together is to keep the whole process simple and to minimise the amount of paper involved. An effective key account plan will hinge on the robustness of the research and intelligence gathering undertaken (covered in a previous blog), an objective analysis of what this means in terms of the opportunities and threats facing the team in taking the client relationship forward, and appropriate action planning and implementation to deliver the desired client service strategy.
The front end of the plan should focus on the main objectives being set for the account. These will vary from account to account but are likely to include some of the following:
In terms of the main body of the plan, I tend to structure it around three
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Kevin Wheeler has been advising professional services firms on all aspects of marketing and business development for more than 30 years. As a consultant he helps firms to manage and grow their key clients as well as to win new ones. As a Meyler Campbell qualified coach he works with partners and those approaching partnership to improve their BD skills.
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