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How Do They Know Their Customers So Well?
內容大綱
This is an MIT Sloan Management Review article. Many firms know about their customers, but few know the customers themselves or how to get new ones. Leaders in customer knowledge management go beyond transaction data, using a mix of techniques, and they aren't afraid to tackle difficult problems. The authors report results from interviews with 24 leading firms and describe seven practices that the leaders share. The companies interviewed--including Harley-Davidson, Procter & Gamble, and Wachovia Bank--have undertaken specific and successful initiatives centered around the management of customer knowledge. Within the practices, two results stand out: First, firms are beginning to rely more on data from actual interactions, such as sales and service. They are seeking creative ways to turn data from these interactions into knowledge. Second, even the most ambitious firms are keeping data from different approaches separate. They are not accepting the notion of an integrated data repository. The authors go on to present the practices of the leaders in customer knowledge management.