"Bridge between customer and company" - How modern key account management works in personnel services

Insights from Mirko Brede, Key Account Manager at ZAG

Key account management is about far more than just sales - it's about strategic partnerships that have a lasting impact on the business success of both sides. Mirko Brede, Key Account Manager at ZAG, describes his role as Bridge between two worlds: that of the customer and their own organisation. "A key account manager is a strategist, project manager and trusted advisor all in one. The aim is not just to cover existing needs, but to develop forward-looking solutions that create real added value."

When a customer becomes a key account

For Brede, the definition is clear: a customer becomes a key account if it is of strategic importance - for example through volume, nationwide presence or industry relevance. Potential for Customised solutions, Cross-selling and the role as Reference customer can be decisive.

Success factors for stable customer relationships

For Brede, long-term partnerships are based on Continuity, Openness and real added value. This includes regular personal dialogue, proactive communication - even on difficult topics - and full transparency in performance and processes.

Playing together like in an orchestra

Sales, recruiting and operational units must work together smoothly to ensure that key accounts are optimally supported. Brede compares it to an orchestra: "Everyone has their role, but harmony can only be achieved together." Clear task allocation, joint KPIs, regular coordination and a centralised CRM system ensure that everyone involved works on the same information basis and acts hand in hand.

Key figures that make the difference

He focuses on sales and margin development, staffing rates, time-to-fill, customer satisfaction and cross-selling share. These figures are not only used for reporting, but also as a management tool to initiate targeted measures.

Trends that are changing key account strategies

Personnel services are in a state of flux: Digitisation, Shortage of skilled labourstricter compliance requirements, flexible working models, sustainability and diversity characterise the work. At the same time, increasing pressure on margins is forcing companies to organise processes more efficiently and work more closely with customers.

The future: consulting with sales expertise

Brede is convinced that the role of the key account manager will continue to evolve in the direction of Counselling without losing sight of sales. "Today's customers want business partners who understand their industry, optimise processes and shape the future together. Pure selling is no longer enough - it's about helping to shape the future."

The conclusion of the conversation is clear: Key Account Management in the Personnel services today is much more than concluding contracts and customer care. It is a mix of strategic thinking, partnership-based cooperation and real work for the future. The key account managers of tomorrow are business partners who play an active role in shaping the future - and thus make the decisive difference between a supplier and a valuable partner.