Key Accounts Certificate Program

Transcription

1 Key Accounts Certificate Program Sept. 29 Oct. 3, 2014 n Fall Education Institute n Scottsdale, Ariz. Visit us at

2 Certificate Requirements To earn this certificate, participants must complete the following requirements within two years: Complete the four required courses n Electric Utility Industry Overview n Implementing a Customer-Focused Key Accounts Program n Developing Your Key Accounts Representative n The Effective Key Accounts Toolbox Pass an online exam Submit a key accounts business plan and customer marketing plan 2014 Schedule The Key Accounts Certificate Program will be held once a year. Sept. 29 Oct. 3, 2014 As part of the Fall Education Institute Hotel Information Scottsdale Resort and Conference Center 7700 East McCormick Parkway Scottsdale, AZ APPA Room Rate $169 Single/Double Reservations 480/ Room Rate Cut-off Date September 8, 2014 To register, visit and click on Certificate Programs. In-House Training We can also bring these courses to your location a convenient and cost-effective option for groups. For more information, contact Heidi Lambert at 202/ or HLambert@PublicPower.org.

3 Program Description Today s quickly evolving electric industry requires key accounts front-line employees to have specific skills, technical knowledge and training. To help these individuals meet their needs, APPA is pleased to offer its Key Accounts Certificate Program. Key accounts personnel who complete the program s four required courses, pass an online exam, and successfully file a key accounts business plan and a customer marketing plan within two years of completing the coursework will earn a Key Public Power Account Executive (KPPAE) certificate. Those who wish to maintain their designation must complete 20 hours of additional approved continuing education training (not limited to APPA offerings) every two years. Who Should Attend This program is designed for individuals employed as key account representatives and those who manage a utility s key accounts program.

4 Coursework Courses can be taken individually or as part of the certificate program. Electric Utility Industry Overview Monday, Sept. 29 8:30 a.m. 4:30 p.m. Recommended CEUs.7/PDHs 6 Course Overview As power supply and delivery are highly technical and complex issues, it is important for public power employees and policymakers to understand basic industry operations. This course provides a broad, nontechnical overview of how the components of an electricity system function together to provide reliable and environmentally sustainable service to customers. The course covers generation, transmission, substations, distribution, reliability, customer service, long-term planning, and legislative and regulatory issues facing the industry. Course Topics n Comprehensive overview of the electric utility system n The integrated resource planning process n Generation sources, including fossil fuels and renewable energy sources, and their strengths, weaknesses and environmental considerations n Utility-owned and -operated generation, purchased power agreements, and how joint action agencies supply power for their member distribution utilities n How real-time supply and demand are unique to the electric utility industry n Components of the transmission system, the importance of system reliability, and how RTOs and ISOs function in this market n The elements of an electric distribution system (substations, transformers, meters and smart grid technologies) n Introduction to how utilities can help customers manage their energy usage Course Level Basic. This course does not have prerequisites nor does it require advance preparation.

5 Implementing a Customer-Focused Key Accounts Program Tuesday, Sept. 30 Wednesday, Oct. 1 Tuesday: 8:30 a.m. 5 p.m. Wednesday: 8:30 10:30 a.m. Recommended CEUs.9/PDHs 9 Course Overview While the threat of deregulation has receded in most states, the threat of competition for key account customers is still very real. The impacts of current economic conditions have forced many large commercial and industrial consumers to dramatically modify their operations. This can manifest itself in many ways customers may relocate, switch from electricity to gas for industrial processes, or add their own generation. Local utilities need to stay ahead of these decisions and position themselves as providers of individualized service for commercial and industrial consumers. In this course, participants will learn how to develop specific and measurable goals for their key accounts program. This class will also focus on meeting the current strategic needs of the utility, including identifying commercial and industrial candidates for energy efficiency, demand-side management and renewable energy projects. The content of this course provides the basis for the key accounts business plan, which is an integral component of the APPA Key Accounts Certificate Program. Course Topics Background and the Internal Sale Discuss the unique competitive advantages of public power, why your system needs to engage in key accounts activity, and how you build internal consensus and support. Customer Research Develop a selection methodology for key accounts and estimate their value to the system. Identify typical concerns and interests of key accounts by industry and business type. Competitor Research Conduct a competitive comparison based on rate and service offerings. Organizational Analysis Discuss how best to fit the key accounts initiative into your organization s work force. Develop a key account manager job description. Course Level Basic. This course does not have prerequisites nor does it require advance preparation.

6 Developing Your Key Accounts Representative Wednesday, Oct. 1 Thursday, Oct. 2 Wednesday: 10:30 a.m. 5 p.m. Thursday: 8:30 a.m. Noon Recommended CEUs.9/PDHs 9 Course Overview Simply having a key accounts program will not ensure a utility s success. As retail customers become more sophisticated, utilities with key accounts programs must use trained professionals as account executives to gain and maintain a competitive advantage. Account management and customer-relationship skills are vital for key accounts representatives. The culmination of this course is designing a template for the customer marketing plan component of the Key Accounts Certificate Program. Course Topics Why is public power a better option? Learn how to present the advantages of a public power utility to a key account customer by focusing on the business model attributes that differentiate them from private power companies. What do you think of when you hear salesperson? Discuss the traits and characteristics of a professional in the utility key accounts arena and debunk some of the myths of sales. Participants will develop specific account goals for commercial and industrial consumers, which will become part of the template for the business plan component of the Key Accounts Certificate Program. How many hats? Learn how to prioritize your work with customers based on their needs and focus on what is important. What needs to be in a customer marketing plan? Learn how to develop a profile and a plan that allows continuity of service to the customer and meets the needs of the utility system. The marketing plan will become the blueprint for meeting with customers and solving the operational issues. How do you handle the tough calls? Participate in an interactive session that allows you to develop the skills needed to handle customers who are not happy with their most recent utility experience. Course Level Basic. This course does not have prerequisites nor does it require advance preparation.

7 The Effective Key Accounts Toolbox Thursday, Oct. 2 Friday, Oct. 3 Thursday: 1 5 p.m. Friday: 8:30 a.m. 3 p.m. Recommended CEUs.9/PDHs 9 Course Overview Changes at work in the electric utility industry have placed increasing pressure on public power utilities to work with their key accounts. Utilities are seeing an increasing level of competition from existing and new competitors. Often these competitors are well-funded IOUs or power marketers. It is unreasonable to expect public power utilities to be able to compete with these competitors on a dollar-for-dollar basis. Therefore, public power utilities must leverage every resource they have to create a competitive advantage. As with any profession, the key account representatives at a utility must work with the right tools. The heart of this course is an analysis and application of existing resources that representatives can use to improve the utility s relationship with the customer.

8 Course Topics How do you measure your relationship with your key accounts? Develop a systematic approach to determining where you stand with the customer. Fundamentals of Power Systems To call on key accounts, it is important to have a basic understanding of electric systems and end-use equipment applications. Learn about basic energy and demand issues, motor applications, lighting systems, and standard terms and vernacular. What s on your shelf? Often public power utilities have great communications channels, rate options, power quality, and demand-side management programs already in place. Learn the basics of these programs and how to apply them in a key accounts environment. Who can help? There are many resources available to the key accounts manager. Discuss how to use other municipal departments, APPA, your state associations, power suppliers, and joint action agencies to meet the needs of key accounts. Roundtable Case Histories Many utilities have had successes and failures with products or program applications. Discuss what s worked and which suppliers have provided the best support. Course Level Basic. This course does not have prerequisites nor does it require advance preparation. For more detailed course and instructor information, visit www. APPAAcademy.org and click on Certificate Programs.

9 Instructor Wallace Barron has over 40 years of experience in the electric energy industry. He is president of the Atlanta-based consulting firm, Barron & Associates, Corporate Solutions, LLC, which serves the energy industry in the areas of management consulting, strategic planning, marketing, customer service, key accounts and competitive issues. He previously worked as the vice president of marketing, customer service and distribution technology at Florida Power Corp. His responsibilities have included key accounts, competitive marketing, market research, customer service, economic development, demand-side management, load management, load research and distribution engineering. Wallace has also served as an expert witness on many of these topics. Certificate Completion Requirements After completing the required coursework, participants must: 1. Pass an online exam n The online exam, made up of 100 multiple choice questions, will assess the participant s comprehension of the four required courses. n Participants can take the exam at their convenience, after finishing the coursework requirement. n An individual must score at least a 75% to pass the exam. Participants have two opportunities to pass the test, thereafter there will be a $50 fee assessed to retake the exam. 2. Submit a key accounts business plan and a customer marketing plan n The business plan must demonstrate how the participant s utility plans to address the needs of the entire key accounts customer segment. n The customer marketing plan must demonstrate how the needs of an individual key account will be met and will include a customer profile. n An individual must earn at least a 70% on each plan, in order to pass. Participants will receive guidelines that outline what is expected in each plan.

10 Timing Participants must complete the program requirements within two years of attending their last course in the certificate program curriculum. Continuing Education Requirement Those who wish to maintain their designation must complete 20 hours of additional approved continuing education training (not limited to APPA offerings) every two years. APPA will accept hours earned through participation in conferences and live or online courses that participants have attended or instructed. Candidates should submit via the following information for each event by Dec. 31 in the year that their 20 hours are due: n Sponsoring organization n Name of the event n Where it was held n Dates it took place n Number of contact hours Enrollment Fees APPA Members Registration received on or before Sept. 8 $2,100 Registration received after Sept. 8 $2,350 Nonmembers Registration received on or before Sept. 8 $3,100 Registration received after Sept. 8 $3,350 The enrollment fee includes the four courses, cost of study material, exam grading and review of the business and customer marketing plans. Registration Information To register, visit and click on Certificate Programs.

11 Accreditation Continuing Education Units The American Public Power Association has been approved as an Authorized Provider by the International Association for Continuing Education and Training (IACET), 1760 Old Meadow Road, Suite 500, McLean, VA 22102; (703) In obtaining this approval, APPA has demonstrated that it complies with the ANSI/IACET Standard which is recognized internationally as a standard of good practice. As a result of their Authorized Provider membership status, APPA is authorized to offer IACET CEUs for its programs that qualify under the ANSI/IACET Standard. For more information on APPA s certification provider status, attendance requirements and obtaining attendance transcripts, visit www. APPAAcademy.org under Accreditation or contact Heidi Lambert, Education Manager, at 202/ or HLambert@PublicPower.org Professional Development Hours APPA educational practices are consistent with the criteria for awarding Professional Development Hours (PDHs) as established by the National Council of Examiners for Engineering and Surveying (NCEES). Course eligibility and number of PDHs may vary by state. Let Us Come to You! Offering the Key Accounts Certificate Program courses on-site at a location of your choosing is an efficient and affordable way for groups of employees to complete a number of the program s requirements in just five days. For more information, contact Heidi Lambert at 202/ or HLambert@PublicPower.org.

12 The American Public Power Association 1875 Connecticut Ave., NW Suite 1200 Washington, DC Visit us at Standard Presorted U.S. Postage Paid Washington, DC Permit No. 605