How Do They Know Their Customers So Well? Lessons from the Leaders in Customer Knowledge Management

The management of customer knowledge is critical to many contemporary business initiatives involving customers and customer-relationships. Firms are investing billions of dollars in technologies to manage customer information and turn it into knowledge. Yet few organizations have developed outstanding levels of customer insight, and most concentrate only on the customer data that are easiest to address. In the research for this article, we investigated the … [ Read more ]