Strategic Initiatives: Global Key Account Management

If the famous renaissance artists Michelangelo and Donatello wrote this post in Florence around 500 years ago, it would be enough to show their attempt to please the Medici family in the name of key account management. Today, however, the approach to working with key customers is a slightly more complex problem.

Unless commitment is made, there are only promises and hopes; but no plans

Peter Drucker

The above-mentioned statement by Peter Drucker, who is considered the father of management science, made several decades ago, nowadays has strengthened its relevance even more. Every day, our customers expect from their stakeholders and suppliers more and more commitment and detailed plans to fulfill them. That makes the key account management approach more valuable than ever.

Our key clients in the 6 countries and 3 industries where we operate come from a variety of sectors and a range of operations. Perhaps it is them, our key customers, that best reflect the results of our corporate mission “We Create Solutions for a Better World”.

Today, one of our leading clients in Kazakhstan is the largest mining producer of high-carbon ferrochromium* in the world; that is, if this company did not exist, many industries, from construction to transport, could face a major crisis.

Another key customer is located in Turkey and transports 200,000 Istanbulites daily from one point to another. Put another way, a one-day break in its activities means a violation of the order of life in the country.

Our construction client in Kazakhstan is one of the leading road contractors in the country, connecting cities and residents in our vast territory that is 2.725 million km² long.

These and many of our other key customers, whose activities benefit and advance the world, are making significant progress thanks to Borusan Cat's mission to be a solution partner and its innovative approach. The success of partnerships and collaborations that we have established while working with these companies is the key to the success of these clients.

As Borusan Cat, we consider the quality of service, satisfaction, and experience of our customers to be critical issues. The Global Key Account Management initiative, which we support to ensure the sustainability of our relationships with our key customers and create mutual satisfaction and benefits, allows us to develop long-term relationships by providing our key clients with a unique customer experience, thereby providing significant value to our company as well.

Through this initiative, we aim to identify all the factors that influence the success of our precious key clients, create mutual value by understanding their critical expectations well, and provide a much more unique customer experience in the future; we are extending this vision and this approach to 6 countries, 3 industries, and 24 different sub-segments, considering the dynamics of each of them.

Stages of the Key Account Management Initiative:

In the first phase called Key Account Selection and Evaluation we first looked at identifying Borusan Cat's key customers. We analyzed all the data for each of our clients, not only in terms of the amount of work performed but also in terms of capabilities and potential, development directions, machines in the current fleet, and work done in the past. After analytical prioritization by industry and country, we have detailed distribution of our key customers and segments.
This step was followed by Key Account Strategy Development and Planning, an approach that includes detailed action plans to meet the specific needs of our identified clients.
The third phase, where we planned to implement all these action plans in the field, was followed by the fourth phase, "Performance Management", when we, listening to the voice of our customers, planned to analyze all areas for improvement through internal evaluations at regular intervals.
In line with another goal of our initiative, we have developed a user-friendly dashboard where we can view all the consolidated data of each of our global key customers from one place.

With the latest developments that our Digital And Technology Teams will complete at short notice across all regions and industries, Borusan Cat's practice in key account management will enhance our seamless customer satisfaction through a more digital and flexible user experience. The value we will create for our key customers will continue to grow in 2023 and beyond.

Ferrochromium*: A ferrochromium alloy is derived from chromium and ferrous metals and is widely used in the iron and steel industry as a rust and corrosion inhibitor and a strength enhancer.

theBClog

Author

TheBClog consists of rich content prepared by all Borusan Cat members on topics such as sustainability, productivity, future, technology, and the business world. The stories of success shared by the Borusan Cat members meet with the world at TheBClog in Turkish, English and Russian.