publication . Doctoral thesis . Article . 2013

MANAGING CUSTOMER KNOWLEDGE

Eric Lesser; David Mundel; Charles Wiecha;
Open Access
  • Published: 18 Jul 2013
  • Country: South Africa
Abstract
M. Phil. (Information Management) Customer relationship management has been exposed as a strategic failure, unveiling only customer dissatisfaction. A new method for managing customers is consequently required. The effect of the knowledge economy has brought about a change in global orientation, in the focus on customer wants and needs to increase satisfaction. There was then a shift in focus from information to knowledge. In such an economy, the customer knowledge management strategy, as a combination of information and knowledge management techniques, is one best suited to allow organisations to manage their customer knowledge effectively. The purpose of this ...
Subjects
free text keywords: Knowledge management, Customer relations management, Strategy and Management, Management Information Systems, Marketing, Economics, Customer to customer, Voice of the customer, business.industry, business, Customer retention, Customer knowledge, Customer reference program, Customer intelligence, Customer advocacy
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publication . Doctoral thesis . Article . 2013

MANAGING CUSTOMER KNOWLEDGE

Eric Lesser; David Mundel; Charles Wiecha;