Building and sustaining strong customer relationships is a long game. In this short but meaningful case study, Professor Malcolm McDonald introduces Étoile Consulting — a fictionalised version of a real company that has built a reputation for world-class key account management. The scenario presents a familiar question for any organisation leading the KAM charge:
How do you keep up the momentum when you’re already seen as “the best”?
Scenario Overview
Following a successful annual client tennis tournament, Jeanne Étoile reflects on the future of her firm. With a growing international reputation and client partnerships spanning 26 nationalities, Étoile Consulting can’t afford to become complacent. But maintaining their edge in key account management means doing more than simply delivering on projects.
Discussion Themes
- The role of culture, reputation, and consistent delivery in KAM success
- The challenge of “what next?” when you’re already an industry leader
- Ideas for keeping momentum:
- Joining best practice benchmarking clubs
- Investing in process integration and comms
- Recruiting new specialist talent
- Maintaining visibility through marketing and promotion
How to Use This Mini-Case
- Reflect on how your own organisation would respond to this situation
- Role-play with sales, marketing or account teams to explore ideas
- Compare the provided discussion with your own internal best practices
Insight
“Being the best is not a destination — it’s a moving target. Great account management demands constant reinvention.” – Malcolm McDonald
Download the Mini-Case
This summary captures the essence of the challenge, but the full PDF includes the case narrative and a reflective discussion to use in training or planning sessions.
Reproduced with kind permission from Dr Beth Rogers.