MANAGING CUSTOMER KNOWLEDGE FOR A REAL TIME 360° CUSTOMER VIEW

摘要

Customer Knowledge Management transforms customer information into a competitive advantage, discovering new knowledge assets for a company in order to develop a greater understanding of what influences the customers and in turn, predict new ways to interact and service their experience. Within the information systems and databases of an organization lie tremendous opportunities in the customer data collected. The organization that can leverage Information Technology to exploit their customer data will realize the benefits by creating a competitive advantage for itself.