Customer knowledge resources
Articles about customer knowledge and pooling and blending data about customers into a generalised customer knowledge systems including tools, software, approaches and issues.
Customer knowledge is the plurality of information a business has about its customers. This can range from atomic consumer market data with simple transactions, to rich and complex business-to-business markets where relationships can be deep and ongoing. Our technologies allow you to capture, analyse and share customer knowledge - from data collection, to interactive data exploration using our Spacemap visualisation tools, to Insight Knowledge Management to curate and share customer knowledge and projects around customer developments via our Cxoice Insights Platform.
For help and advice on building customer knowledge systems contact info@dobney.com
What is customer knowledge?
Customer knowledge refers to understanding your customers, their needs, wants and aims. It is essential if a business is to align its processes, products and services to build real customer relationships. It includes intimate and tacit knowledge such as that of key account managers, and distant or analytic knowledge including database information about sales, web-behaviour or other analytical piece of data.
Obviously companies know about their customers, but frequently this is in a fragmented form and difficult to share or analyse and often it is incomplete or just in the head of one or two people. To be effective customer knowledge needs to be visible throughout the organisation to ensure the voice of the customer is heard.
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Capturing and collecting customer knowledge
Customer knowledge exists throughout your organisation, but companies often have the data in a number of separate databases and data silos without necessarily having links between the databases or being able to connect the data sources. In addition, businesses will have information from website use, loyalty cards, CRM systems and customer service and will bring in data for marketing such as list augmentation with geodata, or capturing social media links. As a result the business can struggle to maintain a single view of the customer through all these data sources.
Customer knowledge can also exist outside the organisation in social media monitoring or public databases, but great care should be taken with external customer knowledge due to issues of privacy, consent and data protection. Our Cxoice Insights Platform is designed for customer knowledge.
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Customer knowledge - collection issues and solutions
One of the main problems with any form of knowledge management system, even a customer knowledge system where the data is apparently already available is that to make it work, data and information has to be added to the database on a continual basis.
Software, in the form of middleware, and data collection tools can overcome the technical issues. However, organisational challenges can be more important in creating a customer knowledge system, with three well-documented hurdles to data collection that need to be overcome:- knowledge hoarding, apathy and fear.
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