The Role of a Key Account Management' s Code of Conduct in Improving Learning Culture of the Account Managers : The Case of VICTORI Code of Conduct at TELKOM Indonesia

Abstract

Abstract-Key Account Management (KAM) is a term started as way of improving selling techniques to a few key customers/major accounts. It is more strategically oriented than sales-oriented or relationship-oriented because the importance of the key customers. The strategies to keep, sell, and make profit with key customers cannot be short-term sales driven. By implementing Key Account Management, a supplier company will benefit from KAM relationship in terms of business growth (e.g. selling to new customer division, retaining customers, identifying more opportunities with customers) and cost reduction (e.g. shortening learning curve, avoiding formal tenders, improving sales forecasting). This study uses a qualitative design with an observation and

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