Key Account Management In Financial Services (tools & Techniques For Building Strong Relationships With Major Clients)

Key account management (KAM) has never been so important in the financial services (FS) industry. As the FS market becomes more competitive, more global and more mature, effective customer relationship management (CRM) has become a big issue, of which the KAM approach is an essential part. Key Account Management in Financial Services has been written in response to demand for a book devoted exclusively to the subject for this market. It offers specific advice on marketing and selling financial products, with real-world examples and case studies from FS companies around the globe. Compiled from original in-depth research and interviews, it is divided into seven parts and is designed to take the reader through the process of analysis, planning, implementation and performance monitoring, so it can be used as a ’before, during, and after’ guide to practical implementation. This book is a must-have for anyone working or studying in this field.