客户知识管理的五种模型(英文版).pdfVIP

Five styles of Customer Knowledge Management, And how smart companies put them into action 1 2 3 Michael Gibbert , Marius Leibold , Gilbert Probst 1 University of St Gallen, Switzerland and INSEAD, France, 2 University of Stellenbosch, South Africa, 3 University of Geneva, Switzerland E-mail: Michael.Gibbert@unisg.ch, Leibold@mweb.co.za, Gilbert.Probst@hec.unige.ch Abstract . In the aftermath of the knowledge economy, smart corporations begin to realize that the proverbial ‘if we only knew what we know’ also includes ‘if we only knew what our customers know.’ In this paper, the authors discuss the concept of Customer Knowledge Management (CKM), which refers to the management of knowledge from customers, i.e. knowledge resident in customers, in contrast to knowledge about customers, e.g. customer characteristics and preferences prevalent in previous work on knowledge management and customer relationship management. Subsequently, five styles of CKM are proposed and practically illustrated by way of corporate examples. Key words. Knowledge Management, Customer relationship management, customer knowledge management, value creation. Our customers are more knowledgeable than we realize In the emphasis on knowledge as a key competitive factor in the global economy, corporations may be overlooking a major elem ent – customer knowledge. For example: Old Mutual, the largest insurance company in South Africa (and