Key Public Power Account Executive (KPPAE), The APPA Key Accounts Certificate Program

Today's quickly evolving electric industry requires key accounts front line employees to have specific skills, technology, and training. Key accounts representatives who complete the three APPA key accounts courses, pass an oral and a written exam, and successfully file a business plan and a customer marketing plan within three years of attending their first course in the certificate program curriculum will earn a certificate that recognizes them as a Key Public Power Account Executive (KPPAE). Those who wish to maintain their designation will need to complete additional APPA-approved training every three years.

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Seven Public Power Professionals Earn National Certificate For Excellence And Achievement In Working With Large Customers (10/28/2008)

Key Accounts Certificate Program Requirements

Download the requirements in pdf.

Coursework¹

Participants must complete the following APPA courses:

Implementing a Customer-Focused Key Accounts Program²
While the threat of deregulation has lessened in most states, the threat of competition for key account customers is still very real. This threat can manifest itself in many ways, such as economic relocation, fuel switching, or distributed generation and inspire public power systems to develop plans and programs that provide individualized service to their commercial and industrial consumers. This intensive course is designed for electric system personnel/account managers who are responsible for identifying and providing these services. The content of this course provides the basis for the key accounts business plan, which is an integral component of the Key Accounts Certificate Program.
Developing Your Key Accounts Representative
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 utilize trained professionals as account executives to gain and maintain competitive advantage. Account management and customer relationship skills are vital for employees who are key accounts representatives. This interactive course is designed for key account executives and front line employees who work with key accounts on a regular basis. The culmination of the course is a template for a customer marketing plan, which is an integral component of the Key Accounts Certificate Program.
The Effective Key Accounts Toolbox
Changes at work in the electric utility system have placed increasing pressure on public power systems to work with their key accounts. Public power systems 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 systems to be able to compete with these competitors on a dollar-for-dollar basis. Therefore, public power systems must leverage every resource they have to create competitive advantage. As with any profession, the key account representatives at a public power system must work with the right tools. The heart of this course is an analysis and application of existing resources the representative can utilize to improve the system's relationship with the customer. This course is targeted toward employees who call on key accounts and those who support them.

¹APPA will not accept NRECA's key accounts courses in place of its own.
²Participants who already have a key accounts program will be able to forego the Implementing a Customer-Focused Key Accounts Program by passing an advanced placement test that demonstrates to APPA the system is operating a program that meets current standards. A $50 testing fee is required.

Testing

Upon completion of the course work, the participant must take:

An Oral Examination³
- The oral examination will consist of a role-played customer site visit, where the participant will be graded on his/her ability to communicate effectively with the customer and on meeting management skills.
- An individual must score at least 80% to pass the oral exam.
A Written Examination³
- The written examination will assess the participant's comprehension of the three required courses.
- An individual must score at least 75% to pass the written exam.

³ Both the oral and written examinations will be offered annually. Individuals who need to re-take the written test will be charged a $50 fee upon registering to take the test.

Planning

The participant must also file with APPA:

A Key Accounts Business Plan
- The business plan must show the reader how the participant's utility plans to address the needs of the entire key accounts customer segment.
- Participants must earn a 56 out of a possible 80 (70%) and may not score lower than a 5 on any section, even if their overall score is enough to earn a passing mark.
A Customer Marketing Plan
- The customer marketing plan must demonstrate how the needs of an individual key account will be met and include a customer profile.
- An individuals must earn a 70 out of a possible 100 (70%) and may not score lower than a five on any section, even if their overall score is enough to earn a passing mark.

Timing

Individuals who earn their KPPAE designation and wish to maintain it will need to complete 20 hours of key accounts-related continuing education every two years.

Continuing Education Requirement

Individuals who earn their KPPAE designation and wish to maintain it will need to complete 20 hours of key accounts-related continuing education every two years.

Individuals who earned their KPPAE designation prior to January 1, 2006, will have until January 31, 2008, to complete the initial 20 hours.

APPA will accept hours earned through live or online courses and conferences that participants have attended or instructed. Candidates should submit via email (educationinfo@APPAnet.org) the following information for each event by December 31 in the year that their 20 hours are due:

Sponsoring Organization
Name of the Event
Where it Was Held
Dates it Took Place
Number of Hours

Cost

There is a $350 program enrollment fee, which covers the cost of study material, exam review, oral exam, written exam, and instructor review of business and customer marketing plans. This fee must be paid before taking the oral and written exams and submitting the business and customer marketing plans.

Download a copy of the Key Accounts Certificate Program Application form.

More Information

For additional assistance, contact the APPA Education Dept., 202/467-2921.

Travel arrangements and costs are the responsibility of the participants. APPA will not reimburse for changes in travel expenditures regardless of the cause, including the cancellation of a course, meeting or workshop.