Customer knowledge

Customer knowledge ( CK ) is the combination of experience, value and insight information that is needed, created and absorbed during the transaction and exchange between customers and enterprise. [1] Campbell (2003) defines customer knowledge as: “organized and structured information about the customer as a result of systematic processing”. [2] According to Mitussis et al. (2006), customer knowledge is one of the most complex types of knowledge, since it can be captured from different sources and channels. [3] [4]

Classification

Various classifications exist: Gebert et al. (2002), classified customer knowledge from an organization’s perspective into three types: [1]

  1. Knowledge about customers: is gained mainly by service management , offer management, complaint management and, if available, contract management. The main problem is that it is not the same as the one used in this paper. Knowledge about the customer must be transparent within the company; But its distribution must be controlled, as this type of knowledge can often be transformed into competitive advantages. The development of such knowledge is also expensive, because knowledge revelation is quite time-consuming.
  2. For example, the research and development section or a production department. Collecting this knowledge is the responsibility of campaign management. It should be refined according to the customer requirements. It is then disseminated to the other customer relationship management (CRM) processes, mainly: contract management, offer management, and service management. CRM manages knowledge, transparency and dissemination of knowledge for customers. Maintaining the balance between comprehensibility and precision is the main challenge when managing this kind of knowledge.
  3. Knowledge from customers: can be obtained in the same ways as knowledge about customers. Capturing knowledge from customers is based on the fact that it is the most important factor in a company. (Garcia-Murillo and Annabi, 2002). In this paper, we present the results of the study. [5]

The same categorization of customer knowledge has been made by Bueren et al. (2005) and Feng and Tian (2005). [6] [7] In another categorization, Crié and Micheaux (2006) divide customer knowledge into two types, namely: “Behavioral” (or Quantitative) and “Attitudinal” (or Qualitative). Behavioral knowledge is easy to acquire and is basically quantitative by nature; That is, with a transactional relationship with the company. On the other hand, attitudinal knowledge is difficult to acquire because it deals with a customer’s state of mind ; But meanwhile it is an important factor for enhancement of customer knowledge because they are directly related to a customer’s thoughts and insights.

See also

  • Consumer privacy
  • Customer Intelligence
  • Customer relationship management
  • Customer Success
  • Knowledge engineering
  • Knowledge management
  • Knowledge transfer

Journals:

  • Electronic Journal of Knowledge Management
  • Journal of Knowledge Management
  • Journal of Knowledge Management Practice

References

  1. ^ Jump up to:a b Gebert, Henning; Geib, Malta; Kolbe, Lutz; Riempp, Gerold (2002). “Towards customer knowledge management: Integrating customer relationship management and knowledge management concepts” (PDF). The Second International Conference on Electronic Business (ICEB 2002) .
  2. Jump up^ Campbell, AJ (2003). “Creating customer knowledge competence: Managing customer relationship management programs strategically”. Industrial marketing management . 32 : 375-383. Doi : 10.1016 / S0019-8501 (03) 00011-7 .
  3. Jump up^ Khosravi, Arash; Che Hussin, Ab Razak (2014). “A Review of Customer Knowledge Management Importance” . Journal of Soft Computing and Decision Support Systems . 1 (1): 45-52.
  4. Jump up^ Darryn Mitussis; Lisa O’Malley; Maurice Patterson. “Mapping the re-engagement of CRM with relationship marketing”. European Journal of Marketing . 40 (5/6): 572-589. Doi : 10.1108 / 03090560610657840 .
  5. Jump up^ Khosravi, Arash; Che Hussin, Ab Razak (2014). “A Review of Customer Knowledge Management Importance” . Journal of Soft Computing and Decision Support Systems . 1 (1): 45-52.
  6. Jump up^ Bueren, A., Schierholz, R., Kolbe, L., and Brenner, W. (2005). “Improving performance of customer processes with knowledge management” (PDF) . Business Process Management Journal . 11 (5): 573-588.
  7. Jump up^ Feng, T., Tian, ​​J. (2005), “Customer knowledge management and condition analysis of successful CKM implementation”, Proceedings of the fourth International Conference on Machine Learning and Cybernetics, Guanghou, August 18-21.

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