Key relationship management

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The term key relationship management describes the organization and design of relationships with people in companies and organizations with the aim of promoting the achievement of personal and / or corporate goals or making them possible in the first place.

term

The term "Key Relationship Management" (KRM) comes from English . “Key” can be translated as “key position” or “key figure”. The term describes the “key player” (s), the decision-makers and decision makers in (corporate) decision-making processes. "Relationship Management" means "relationship management" and is used as a term in practice for both the management of contacts and the creation of relationships.

Delimitations

The best known and most common form of relationship management is customer relationship management (CRM). CRM focuses primarily on the sales, marketing and service divisions with the aim of establishing and expanding the company's relationship with its customers. Benefit is z. B. the stronger customer loyalty to the company.

Key relationship management (KRM) sees itself as an extension of CRM and applies to all areas of a company. In contrast to CRM, the focus is on the relationships between the people involved (the "key players") in the company and those of customers, suppliers, know-how carriers, organizations, etc.

Stakeholder Relationship Management (SRM) tries to reconcile a company's relationships with its most important stakeholder groups . Key relationship management focuses on individuals . Groups of people are relevant if they are formed on a case-by-case basis (e.g. to conduct negotiations).

Basic understanding of the KRM

Key relationship management works largely at the individual level and as such is z. B. also part of the tasks of key account managers . In addition to a company's customers, the target groups for key relationship management are all other external contacts who are of value to the company (e.g. suppliers, consultants, authorities, organizations, etc.). KRM is therefore one of the tasks of everyone who wants or has to build stable networks for themselves or for their company . The prerequisites for successful key relationship management are trust, reliability, precision, quick reactions and continuous communication.

Establishing and expanding personal relationships with the respective interlocutor (often decision-makers) facilitates the necessary persuasion processes:

  • broader trust base
  • more extensive information acquisition
  • more plausible reasoning
  • better solutions
  • less conflict

Tools

Standard software that allows at least basic documentation is often used to document information about the "key players", planned and carried out activities and the resulting development of personal and business relationships.

literature

  • Björn Sven Ivens, Catherine Pardo, Robert Salle, Bernard Cova: Relationship keyness: The underlying concept for different forms of key relationship management . In: Industrial Marketing Management . tape 38 , no. 5 , July 2009, p. 513-519 , doi : 10.1016 / j.indmarman.2009.05.002 .

See also

Web links