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Customer knowledge (CK) is the combination of experience, value and insight information which is needed, created and absorbed during the transaction and exchange between the customers and enterprise.
Campbell (2003) defines customer knowledge as: "organized and structured information about the customer as a result of systematic processing". According to Mitussis et al. (2006), customer knowledge is identified as one of the more complex types of knowledge, since customer knowledge can be captured from different sources and channels.
Various classifications exist:
Gebert et al. (2002), classified customer knowledge from an organization's perspective into three types:
knowledge about customers: is gained mainly by service management, offer management, complaint management and, if available, contract management. The main user processes of knowledge regarding the customer are campaign management and service management, because both processes personalize their services based on user criteria. Knowledge about the customer must be transparent within the company; although its distribution beyond the border of the company must be controlled, as this type of knowledge can often be directly transformed into competitive advantages. The development of such knowledge is also expensive, because knowledge revelation is quite time-consuming.
knowledge for customers: is mainly developed in processes within the company, 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.
knowledge from customers: can be obtained in the same ways as knowledge about customers. Capturing knowledge from customers is based on the important fact that customers who obtain their own expertise when utilizing a service or product can be seen as equal partners. This concept is not regularly understood in the business world and its effects have been poorly researched in academia (Garcia-Murillo and Annabi, 2002).
The same categorization of customer knowledge has been made by others such as Bueren et al. (2005) and Feng and Tian (2005). In another categorization, Crié and Micheaux (2006) divide customer knowledge into two types, namely: "Behavioural" (or Quantitative) and "Attitudinal" (or Qualitative). Behavioral knowledge is easy to acquire and is basically quantitative by nature; that is, containing a customer transactional relations 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.
^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.
This book is divided into two parts. In its first part, it presents conceptual core definitions of knowledge management, with a theoretical basis and synthesis arising from research made in several publications, among books, articles, white papers and blogs. The result of this work is a summary of huge material, facilitating the introduction to the subject and understanding thereof. The focus of the book, however, is not restricted to knowledge management in itself. It is not a work which exhausts the subject, although it is a good reference for those wishing to be introduced to the issue. The objective is to present a practical proposition for development of initiatives of knowledge management applied to help desk and customer-care. To achieve this, the first part of the book also presents concepts of KCS (Knowledge-Centered Service), a set of practices and a specific methodology focused upon technical support, to improve the efficacy of resolving problems. KCS, however, is not limited merely to solving problems, being able to be adapted to handling requests in general. KCS is the result of compiling best practices and discussing initiatives by a group of large information technology companies, which formed a consortium to share ideas and experiences. The areas of technical support, whether in help desk or in customer care, depend upon the qualification of the people involved in the process, and this in turn depends upon knowledge. Indeed, how can one resolve a problem without knowing the subject concerned? The worst is that such subject is usually a technical issue, or is related to something technical, as the functioning of software or a product. Even in the cases of requisitions, where the agent does not go to resolve a problem, but to render a service to handle a request, knowledge is required: how to proceed to fulfill the necessity, or to whom and how forward the requisition, and what information is necessary? And if the requisition is a request for information, where to search for this information to pass to the requestor? KCS was created, with certain assumptions common to knowledge management, to deal with obtaining, sharing and transmitting knowledge to improve service, involving incidents and problems. As the methodology itself determines, it can be adapted to aid in forming a useful knowledge basis for handling requisitions. In the first part of the book KCS is presented and commented upon in a detailed manner, including its concepts, objectives and practices. As the theoretical concepts are presented and explained, and that, therefore, a context is provided, in its second part the book develops and presents a practical proposal of planning and implementing a knowledge management system using the practices of KCS. What is being proposed is the use of the conceptual basis of KCS, but not being limited thereto. Indeed, a roadmap resulting from the concepts as well as the experience and a certain creative boldness of this author is presented. The model proposed is something practical and applicable in companies of any size which have areas of technical support, service-desk, shared services or customer care. As they are practices suggested, they can be adapted, obviously, but their structure has a composition which allows the understanding of the themes in a logical and clear sequence, without ever losing sight of the essential academic concepts of knowledge management and KCS, obviously.
The former Executive Vice President of Walt Disney World shares indispensible Rules for serving customers with consistency, efficiency, creativity, sincerity, and excellence.Â
Lee Cockerell knows that success in business--any business--depends upon winning and keeping customers. In 39 digestible, bite-sized chapters, Lee shares everything he has learned in his 40+ year career in the hospitality industry about creating an environment that keeps customers coming back for more. Here, Lee not only shows why the customer always rules, but also the Rules for serving customers so well they'll never want to do business with anyone but you. For example:
Rule #1: Customer Service Is Not a Department Rule #3: Great Service Follows the Laws of Gravity Rule #5: Ask Yourself "What Would Mom Do?" Rule #19: Be a Copycat Rule #25. Treat Every Customer like a Regular Rule #39: Donât Try Too Hard
As simple as they are profound, these principles have been shown to work in companies as large as Disney and as small as a local coffee shop; from businesses selling cutting-edge technologies like computer tablets to those selling products as timeless as shoes and handbags; at corporations as long-standing as Ford Motors and those as nascent as a brand new start-up. And they have been proven indispensible at all levels of a company, from managers responsible for hiring and training employees, setting policies and procedures, and shaping the company culture to front line staff who deal directly with clients and customers
Chock-full of universal advice, applicable online and off, The Customer Rules is the essential handbook for service excellence everywhere.
Consumer goods companies need more than just market research to make good strategic decisions. That's why many of them have created departments of consumer insights. Dona Vitale explains the role of these new departments and their leaders and how they contribute to customer knowledge that goes far beyond market research to help set strategy and develop new business opportunities and products. An excellent case study from Dunkin' Donuts shows how consumer insights work in practice. You will learn the characteristics needed by consumer insights specialists, techniques that help develop the insights, and presentation tips to help a whole company get on board with new ideas. If you would like to be the market leader in your category or your company, this book will guide you every step of the way.
Customer Knowledge presents strategies and techniques to develop adequate customer knowledge and expertise to define needs and identify solutions. It helps sales people to clearly identify and understand their customers' needs to craft effective value propositions that differentiate themselves to make more sales.
Its unique advantage is that sales people are educated how to use specific tactics, strategies and techniques to develop adequate customer knowledge to identify hidden needs, opportunities and points of pain to focus their solutions in a way that clearly differentiates themselves from their competition, resulting in strong value propositions and more sales.
Zeithaml's Services Marketing introduces readers to the vital role that services play in the economy and its future. Services dominate the advanced economies of the world, and virtually all companies view services as critical to retaining their customers.Â The seventh edition maintains a managerial focus by incorporating company examples and strategies for addressing issues in every chapter, emphasizing the knowledge needed to implement service strategies for competitive advantage across industries.
New research references and examples in every chapter include increased coverage of new business model examples such as Airbnb, Uber, OpenTable, Mint/Intuit, and others, alongside greater emphasis on technology, digital and social marketing, Big Data, and data analytics as a service.Â The longer cases have been removed from the 7e. View Table of Contents and Features below for more information.Â
Utilizing an organizational knowledge-base to gain a competitive advantage in business is a great strategic move. Knowledge management is the process of capturing, distributing, and effectively using knowledge. If organizations know their customers, understand what they really want on daily basis, and what they need at any time, they will figure out a win-win method that will benefit customers while organizations get what they need to maintain profit and customer loyalty. I believe that if effective customer service is applied, customer satisfaction will hit an all-time high in any organization. Knowing your customers is fundamental for improving customer satisfaction, and it is crucial to know that customer satisfaction is a vital part of best business practices in all aspects of an organizational setting. There are opportunities to be successful in business if you practice a good and effective customer service, and have excellent customer relationship management. Like ushers and greeters in churches, sales and customer service representatives are likely the first people any prospective client will talk to when they initially arrive at a business. Like the saying goes, âFirst impressions are lasting impressionsâ. In todayâs business environment, some customers encounter aggressive customer service representatives especially over the phone, and these customer representatives have little patience when dealing with their prospective clients. The solution to customer service problems is in the hands of customers, ask them and they will help you to solve it. This book covers the issue of poor customer service, its impact on the growth of an organization and how organizations can leverage knowledge management to provide a positive customer service experience. It covers how to use knowledge to ensure satisfied customers, how we can improve customer satisfaction, and how we can leave a good and lasting impression on our customers. We will discuss the customer service skills required for any career and how to develop these essential skills. We will use the information from books, periodicals, online articles, journals, and interviews from customers. Note that all credits and acknowledgments will be duly observed.
You're operating your business in a time when something is happening that is so momentous it has never happened before. Jim Blasingame identifies it as an epochal marketplace shift that's causing the 10,000-year-old Age of the Seller to be replaced by the Age of the Customer.
Jim will reveal to you in plain language:
How the two Ages currently, but temporarily, exist in parallel universes, and how much time you have left to join the emerging universe.
How relevance is replacing competitiveness as the coin of the realm, and what you have to do to make this switch to Age of the Customer thinking.
How your future will increasingly be decided at the Moment of Relevance, and what you have to do to be the chosen one at that moment.
The new influencers who co-own your brand message sometimes before you even know they exist and how you can get them to be your partner.
Why you must become a storyteller.
The good, bad, and ugly of social media.
The killer app that wasn't any part of your past but will dominate your future.
Jim will teach you how the Age of the Customer is impacting love, trust, emotions, niches, globalization, intellectual property, selling, branding, and even technology. Plus he will reveal what is not going to change.
In the Foreword, Steve Forbes says Jim has both the foresight of a prophet and the courage of a heretic. This book is a visionary message delivered with tough love and, as Steve says, Jim is the best at this.
You'll keep this book handy for continual reference, because you won't find the perspectives Jim Blasingame delivers here anywhere else in any one place. It's The Age of the Customer. Let Jim Blasingame help you Prepare for the Moment of Relevance.
The ability to capture customer needs and to tailor the provided solutions accordingly, also defined as customer intimacy, has become a significant success factor in the B2B space - in particular for increasingly \"servitizing\" businesses. This book elaborates on the solution CI Analytics to assess and monitor the impact of customer intimacy strategies by leveraging business analytics and social network analysis technology. This solution thereby effectively complements existing CRM solutions.
Explaining the same things over and over again is annoying at best. Yet it's an important thing to do--something that's critical to your business' success. As long as you have customers, you'll always have someone with a question to answer, a problem to solve, a bug they need fixed.
That's why you need to learn how to do customer support well.
Customer Support doesn't have to be a terrible, repetitive job. It can be the best way for your team to learn about your customers' needs, a crash course into every feature and problem in your tools, and one of the few ways to guarantee your customers are happy.
These benefits and more have kept customer support one of our most important focuses as Zapier has grown. In this eBook, you'll learn what we've discovered about customer support--along with ideas from the support teams at Intercom, Trello, HubSpot, and more--with tips to help you offer the customer support possible.
With roundups of the best apps and tools for customer support, ideas on how to automate tedious parts of support, tips on documenting your products well, and guides for getting out of the stickiest customer support situations, it's the guide you need to ace customer support from day one.
Who Is This Guide For?
Everyone does support, whether they want to or not. If you've ever answered anyone's question about anything relating to your job, you've done support. And at Zapier, we think everyone should do real customer support, to learn from the issues that come up and use that knowledge to do better work.
So whether you're starting a new company, have never answered a support ticket in your life, or are a customer support industry veteran, we think there's something in this guide for you.
The Customer Service Representative PassbookÂ® prepares you for your test by allowing you to take practice exams in the subjects you need to study. It provides hundreds of questions and answers in the areas that will likely be covered on your upcoming exam, including but not limited to: understanding and interpreting written information; interacting with the public; customer-service situations and practices; inductive reasoning; and other related areas.