Course Overview:
This course equips professionals with the frameworks, tools, and strategies to effectively manage high-value and strategic customer relationships. It blends relationship management, consultative engagement, and digital tools like CRM systems (Salesforce, HubSpot, Dynamics 365), Power BI, Excel, LinkedIn Sales Navigator, and AI-based analytics to help participants build long-term, profitable customer partnerships. Participants will practice through case studies, dashboards, and simulations to ensure practical application.
Course Duration:
10 Days
Target Audience:
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Key Account Managers (KAMs)
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Business Development Managers
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Customer Success and Client Relationship Managers
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Sales and Marketing Professionals
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Strategic Partnership Managers
Personal Impact:
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Master advanced customer relationship management strategies.
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Learn to design data-driven customer engagement plans.
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Build executive communication and influencing skills.
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Gain confidence in using digital tools for relationship tracking and reporting.
Organizational Impact:
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Increased customer lifetime value (CLV) and revenue growth.
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Improved retention of high-value accounts.
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Stronger alignment between customer needs and business solutions.
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Enhanced brand reputation through trusted partnerships.
Course Outline
Course Objectives:
By the end of this training, participants will be able to:
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Develop long-term strategies for managing strategic customers.
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Use CRM systems to map, monitor, and engage customer accounts.
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Apply analytics (Power BI, Excel) to measure relationship health and growth.
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Build executive-level engagement and trust with strategic customers.
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Design account plans that drive mutual value and loyalty.
Course Modules
Course Outline:
Module 1: Foundations of Strategic Customer Relationship Management
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Defining strategic customers and key accounts
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Characteristics of high-value customer relationships
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Customer-centric vs product-centric approaches
Case Study: Global company managing Fortune 500 client relationships
Module 2: Customer Segmentation & Prioritization
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Identifying high-potential customers
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Customer Lifetime Value (CLV) modeling in Excel
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Strategic vs tactical customers
Practical Exercise: Segmenting customers and identifying top-tier accounts
Module 3: Tools for Strategic Relationship Management
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Using CRM systems (Salesforce, HubSpot, Dynamics 365) for account mapping
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LinkedIn Sales Navigator for strategic networking
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AI-based customer sentiment and engagement analysis
Practical Exercise: Build a CRM-based key account profile
Module 4: Building Trust & Executive-Level Engagement
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Stakeholder mapping and influence strategies
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C-Suite and senior decision-maker engagement
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Relationship-building psychology
Case Study: Winning executive sponsorship for a global deal
Module 5: Data-Driven Relationship Insights
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Power BI dashboards for customer health scoring
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Excel tools for relationship tracking and forecasting
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Predictive analytics to anticipate customer needs
Practical Exercise: Create a Power BI “customer health scorecard”
Module 6: Value Creation & Co-Creation Strategies
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Identifying and aligning with customer strategic goals
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Co-innovation and joint value-creation initiatives
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Building win-win long-term engagement models
Case Study: How co-creation secured a multi-year partnership
Module 7: Communication, Storytelling & Negotiation
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Executive storytelling frameworks for client influence
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Consultative negotiation strategies for long-term contracts
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Handling conflicts and objections with diplomacy
Simulation: Strategic customer negotiation role-play
Module 8: Strategic Account Planning
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Designing strategic account plans (templates, best practices)
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Short-term vs long-term objectives
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KPIs for account management success
Practical Exercise: Develop a strategic account plan for a real client scenario
Module 9: Risk Management in Customer Relationships
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Identifying and mitigating relationship risks (financial, operational, reputational)
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Exit strategies and recovery plans
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Compliance and data protection in key accounts
Case Study: Crisis management in a strategic customer partnership
Module 10: Future of Strategic Customer Relationships
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AI and automation in customer relationship management
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Omnichannel engagement trends
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Continuous improvement and innovation in client engagement
Capstone Project: Build a 12-month strategic customer engagement plan using CRM, Power BI, and LinkedIn tools
Related Courses
Course Administration Details
Methodology
These instructor-led training sessions are delivered using a blended learning approach and include presentations, guided practical exercises, web-based tutorials, and group work. Our facilitators are seasoned industry experts with years of experience as professionals and trainers in these fields. All facilitation and course materials are offered in English. Participants should be reasonably proficient in the language.
Accreditation
Upon successful completion of this training, participants will be issued an Indepth Research Institute (IRES) certificate certified by the National Industrial Training Authority (NITA).
Training Venue
The training will be held at IRES Training Centre. The course fee covers the course tuition, training materials, two break refreshments, and lunch. All participants will additionally cater to their travel expenses, visa application, insurance, and other personal expenses.
Accommodation and Airport Transfer
Accommodation and Airport Transfer are arranged upon request. For reservations contact the Training Officer.
Tailor-Made
This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our IRES Training Centre or at a convenient location. For further inquiries, please contact us on:
Payment
Payment should be transferred to the IRES account through a bank on or before the start of the course. Send proof of payment to [email protected]
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