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Online Briefing |
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Relationship Growth Strategies for Key Accounts February 16, 2006 Registration Closed In a world of heightened competition, declining loyalty, and rapid change, strengthening relationships with customers is more important than ever. Trusted relationships with strategic accounts translate into marquee references, positive word-of-mouth, and valuable insight into the most effective new offers. But if you’re constantly looking for what you can get from customers rather than what you can give, you’ll find it difficult to achieve the results you want. Recent ITSMA research suggests that many companies prioritize relationship-building activities that are more valuable to them than to their customers. For example, marketers think that customer councils and user groups are the most valuable activities for customers, yet these activities fall well below other more self-centered programs in investment priorities for 2006. The end result is that many technology and services companies fall short in building strong relationships with their customers. This is not for lack of effort, but rather because companies do not prioritize the right value-added programs for their customers—and they often fail to coordinate across their customer programs in an effective way. Account teams don’t talk to reference programs which stand apart from relationship initiatives which pay little attention to service delivery. It’s a vicious circle. In this Briefing, ITSMA’s Steve Hurley will address the questions that get at the heart of how to improve relationships with your most important customers and accounts:
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Steve Hurley As the former head of ITSMA’s member engagement activities in North America, Steve continues to work with ITSMA on select projects and event programs. For eight years, Steve served in senior roles at ITSMA, where he oversaw development and delivery of the company’s core educational programs on services and solutions marketing. He also helped create or refine many of ITSMA’s consulting methodologies and frameworks on such topics as: growing a solutions business; rationalizing services portfolios; improving demand through Account-Based Marketing; and enhancing customer relationship programs. Prior to joining ITSMA, Steve worked for Arthur D. Little, Inc. (ADL), a global management consulting company that had offices in over 45 countries. Among other accomplishments at ADL, Steve was responsible for creating its first corporate university, leading to standardized learning and development programs across all parts of the firm worldwide. Steve holds a Bachelor of Science degree in Economics and Math from the University of Windsor in Windsor, Ontario, and a Master of Science in Management from the Arthur D. Little School of Management. |
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ITSMA's Online Briefings offer recent research findings or survey results from thought leaders on a variety of services marketing topics. The Online Briefings can be viewed individually, or in groups composed of people within the same company. The briefings are available anywhere in the world that has telephone service and access to the Internet. A typical program runs 45 minutes followed by 15 minutes of questions and answers. The person making the online presentation speaks into a telephone and advances the visual portion of the presentation via their computer connected to the Internet. At the end of the presentation. and at the presenter's discretion, the listeners are invited to ask questions. Each listener with a question identifies him or herself and is listed in a queue and taken one at a time by the presentation monitor. The monitor also manages the question and answer session by giving each questioner access to the phone line to communicate with the presenter.
This briefing will be administered by Connex International. All participants
are required to test their browsers on Connex International's Website
24-48 hours prior to ensure they are ‘Java-enabled’. This
test can be done at www.connexpresents.com, by clicking on the "Equipment
Check" icon. The technical requirements for this ITSMA online briefing are:
Aside from the telephone call, the fee for the presentation is complimentary for active ITSMA members, and $95 per location for non-members. Note: Registration is on a first-come/first-served basis. You must register by 5:00 pm ET, February 15, 2006. 
About ITSMA
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