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Customer Knowledge Management |
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Customer Knowledge Management (CKM) encompasses the management of processes and techniques used to collect information regarding customers' needs, wants, and expectations for the development of new and innovative products/services, and/or product/service improvements.
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The Stage
Globally there is a push from customers towards greater product customisation and the enhanced performance of products/services. To service this trend an intimate knowledge of customers and their current and future needs is an absolute requirement. Electronic and web-enabled systems have evolved both alongside and because of this requirement and are now widely available making it practicable to both learn from, and to act upon, the information given by individual customers.
Customer Knowledge Management (CKM) encompasses common-sense approaches to this issue based upon both quantitative (or explicit) information derived from surveys or historical data sources, and qualitative (or tacit) information solicited directly from customers. CKM can ensure "the voice of the customer" is heard across the organisation, focusing on identification and service of profitable customer segments and creating a "win/win" situation to enhance the ongoing customer/company relationships.
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