Strategic customer relationship management training for business leaders

  • Date

    Fri 17 Nov 17

Lecturer at an executive education course

Sales directors and account managers will learn how to retain their best clients and grow their key accounts with a new executive education course from Essex Business School.

You’ve probably heard the statistic before - it costs five times more to acquire a new customer than retain an existing one. But retention is only part of the story; companies need to understand who their best clients are and focus their retention efforts to most efficiently improve their results.

Essex’s new two-day sales and marketing course on key account management looks at identifying and managing strategically important customer accounts. Attendees will learn how to use tools such as customer journey mapping, value analysis and campaign planning to enhance these relationships. The course is led by Professor Tazeeb Rajwani from Essex Business School and Malcolm Johnston from Re-Formation Associates. 

Professor Rajwani said: “The Key Account Management Programme draws on the expertise of our world-class faculty. Our aim is to build confident leaders and professionals who can take a new perspective on sales and customer engagement to improve their company’s market performance.”

The key account management programme is part of a new suite of short executive courses backed by our latest research. The range helps business leaders develop 21st century strategies, structures, systems and skills.

Key Account Management runs from 5-6 February 2018.

Buy one get one free on all Key Account Management bookings made in January. Take advantage of this offer by emailing