Key Account Management in Insurance

Course Description:

This comprehensive course has been meticulously designed for insurance professionals who aim at elevating their skills in managing the key accounts and valuable clients (for both B2B AND B2B2C “Affinity Groups”) with long – lasting profitability.

Target audience:

Key account managers, underwriters seeking to develop their book of business, an insurance brokers targeting large accounts, sales directors, business development executive and, brand and marketing executives.

Number of attendees:

A minimum of 20 and a maximum of 25.

Intended Learning Outcomes

1-    Key Account Management: Setting the scene.

§  Customer: the power shift.

§  Key account management vs. selling (hunting or farming).

§  The roles and responsibility of Key Account Manager.

§  Key account management (unseen risks).

2-    Selecting the right key accounts

§  Profitability- Growth trade – off dilemma.

§  Large, key or strategic key account.

§  Criteria to qualify key account (top-line vs. bottom- line, potential for growth, strategic objectives)

3-    Define business environments and KA needs.

§  Understand The KA expectations.

§  Servqual model.

§  Relationship development stages.

§  Uncoupling – KA: reasons and justifications.

 

 

4-    Establish system, processes, methodologies to manage key account (intersectional approach)

§  Understand the criteria involved in the account planning process

§  Strategic planning and KAM strategy.

§ The pivotal role of underwriting, claims, reinsurance, collections and finance role in cementing relationship with KA.

5-    Account Based Marketing (ABM)

§  Creating Personalized Content and Messaging

§  Engagement Strategies for Target Accounts

§  Aligning sales and marketing efforts

Training mode:

§  face-to-face.

 Training approach

§  Lecturette

§  Real-world case studies,

§  Quizzes & Group exercises

§  Downloadable addition materials.

Assessments

§  A pre/post- assessment – 10 Multiple Choice Questions covering the main course ILOs conducting at the beginning of the course, the difference between pre and post assessment is used to assess the progress in filling the training gap.

§  A Final assessment: 50 MCQs

§ Pass with Distinction (PD):   100% – 75%

§ Pass (P): 74% -50%

§ Fail (F): Less than 50% (granted an attendance certificate only)

Course duration: 5 Hours\ 3 Days