What Is Customer Knowledge Management?

Customer knowledge management is a corporate activity that acquires customer knowledge by building a system and uses customer knowledge and information foundation to establish more valuable customer relationships. Developed on the basis of customer relationship management and knowledge management. It can leverage information and experience in acquiring, growing, and maintaining a profitable customer portfolio. It is emphasized that enterprises must give full attention to the acquisition, utilization and exchange of customer knowledge. Enterprises should provide customers with the knowledge they need, integrate the knowledge transferred by customers, control and use the knowledge about customers. By building a customer knowledge management system that is developed, interactive, and mutually beneficial, customers become the "knowledge partners" of the enterprise, and knowledge sharing between customers and enterprises realizes a virtuous circle of mutually beneficial knowledge exchange. ^[1]

Customer Knowledge Management

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Knowledge management (KM) is a science that systematically manages information and knowledge resources of institutions. Knowledge generally refers to useful information obtained by filtering, refining, and processing from related information.In the business field, knowledge refers to the various elements of business operation and management (market, customers, competitors, technology, products, employees, suppliers). , Partners, shareholders, business processes, management processes). We are talking about customer knowledge. As an important part of the enterprise's external knowledge network, the core of the enterprise's management of customer knowledge is to define the scope of external knowledge that is beneficial to the enterprise, systematically organize it, use it effectively, and internalize the knowledge to the enterprise as much as possible. Knowledge base, so as to achieve the systematization, unity and continuity of internal and external knowledge of the enterprise. Therefore, we believe that customer knowledge is fertile ground for knowledge management. Knowledge management is the process of increasing corporate value and maintaining competitive advantage by creating, exchanging, and applying knowledge in the process of interaction with customers. One of the specific tasks for enterprises to implement knowledge management is customer knowledge management.

In order to further explain the difference and connection between the two, we divide knowledge management into two types: one is to find the knowledge between customer behavior and attributes and the experience they have gained in the process of interacting with customers, and disseminate this knowledge And applied to such a process that the enterprise creates value. We can call it "introverted" knowledge management. The other is the process of collating and developing knowledge about the company's products, and then disseminating it to specific customers, in order to exert a beneficial impact on the company. We can call it "extroversion" knowledge management. Obviously, the customer knowledge management we are talking about is an "introvert" type of knowledge management. The core of "inward-oriented" knowledge management is how to obtain knowledge from customers, which is also one of the tasks of customer knowledge management.

When the enterprise implements customer knowledge management in detail, it also involves two core concepts in knowledge management principles-knowledge base and learning.

Extension of Customer Knowledge Management in the E-commerce Environment: Knowledge-based Customer Relationship Management (KCRM)

The implementation of customer knowledge management is a business strategy that includes personnel, technology, and management. Customer knowledge management takes customer value as the core content and information technology as the implementation method. The ultimate purpose is to identify customers, communicate with customers, and improve customer loyalty by improving products or services to increase business efficiency. Figure l is a schematic diagram of the structure of a customer knowledge management system.

First, the company collects, organizes, and analyzes information about customers, and transforms it into knowledge that can be shared by all departments of the company, so that the company can clearly understand the root cause of problems in the business process. Then, based on this, the company's various decisions are made to improve customer satisfaction and loyalty, to achieve a highly intelligent customer relationship management, to improve the speed and quality of customer relationship management, and to promote the transformation of customer relationship management to customer knowledge management. The following are the important links in the implementation of customer knowledge management:

1.Build an organizational system that supports knowledge management

2. Increase funding for knowledge management

3. Create an organizational culture conducive to knowledge management

4. Develop incentives to encourage knowledge creation and transfer

5.Develop information technology to support knowledge management

1. Combination of knowledge management and business strategy

2. Full support of senior leaders

3. Active participation of all employees

4. Corporate culture that values knowledge sharing

5.Incentive systems to encourage knowledge sharing

6. Flat and flexible organizational structure

Easy-to-use knowledge management software

Knowledge management is about academic research

Knowledge management systems should focus on rapid growth, improved operations, and increased profitability.

2. Knowledge management is about technology

Knowledge management is not a purely technical project. It must be able to adapt to a rapidly changing business environment.

3. Knowledge management is omnipotent

Knowledge management cannot solve all information problems in one day, and it should be effective gradually from a small place.

4. The goal of knowledge management is to build a document library

Knowledge management is not just about preserving information. It is more important to use knowledge to help companies make better decisions.

5. Can buy a ready-made system

There are many tools for knowledge management. The core question is how to integrate these tools with your growth, operations and technology strategy.

6. Knowledge management is controlling knowledge

Knowledge management is not to control knowledge, but to strive to cultivate a corporate culture that shares knowledge.

7. Once done, they will use

The successful application of knowledge management must be firmly supported by senior leaders and coordinated with an enterprise system that encourages knowledge sharing.

Ten Failure Factors of Knowledge Management

1. Without the support of senior leaders

2. Top-down projects with no underlying involvement

3. Ignore follow-up expenditures in personnel and technology

4. Choosing the wrong technical solution

5. No pre-set operational goals

6. Choosing the wrong consultant

7. Wrong measurement process

8. Develop a broad strategy that cannot be fully implemented

9. Ignoring the user factor

10. Lack of continuous improvement after implementation