Role of knowledge Management in Customer-Related Business Activities

Abstract

There is a lack of an overall framework for integrating traditional customer management features and functions with both the management of customer knowledge, especially in the circumstance of marketing decisions, in the existing customer business environment. While conventional CM has concentrated on transactional exchanges to handle customer contacts, KM systems support an organization's knowledge via the process of generating, organizing, distributing, and applying information to improve organizational performance and generate value. Creating knowledge-enabled CM procedures that allow firms to assess important business metrics such as customer happiness, customer profitability, or brand loyalty in order to support their business choices is only achievable by combining CM systems with KM systems. In this way, marketers will be able to tailor their responses to individual consumers' requirements rather of relying on broad generalizations about who their customers are. Using knowledge management technology, we provide an integrated framework for customer management in this study. CM development may be made easier thanks to the framework.