It used case-based reasoning (CBR) to provide expert-level knowledge and experience to Compaq's Customer-Support Center, helping representatives with customer calls on the customer-service hotline. With the success of SMART, Compaq looked for new opportunities to use CBR technology to provide even higher levels of customer service. This analysis resulted in a reengineering of Compaq's customer ...

The outsourced software development process has traditionally relied on a requirements-driven black-box approach for transferring knowledge of customer needs to vendors. When this approach is feasible, the need for the customer and the vendor to deeply understand each others’ knowledge domain is limited. We describe this as symmetric division of knowledge. However, asymmetric overlaps in knowle...

In the knowledge centric business environment, knowledge management (KM) is the process of creating, accumulating and accessing the values from intangible assets. Owing to the fast development of information technology and the global reach of legal documents, patents, trademarks and copyrights, technical legal services, organizations are challenged to efficiently provide customized services. Th...

It has been increasingly critical for businesses to become more customer-centric and more responsive for customer needs. The “voice of customer” (VOC in short) is a general term to describe the stated and unstated customer needs that can be captured through various customer touchpoints: sales meetings, surveys, interviews, focus groups, customer support call-center, social media sites, etc.. Mo...

INtrODUctION Customer relationships are increasingly central to business success (Kotler, 1997; Reichheld & Sasser, 1990). Acquiring new customers is five to seven times costlier than retaining existing customers (Kotler, 1997). Simply by reducing customer defec-tions by 5%, a company can improve profits by 25% to 85% (Reichheld & Sasser, 1990). Relationship marketing—getting to know customers ...

Purpose – The purpose of this paper is to introduce the concept of strategic integration of knowledge management (KM ) and customer relationship management (CRM). The integration is a strategic issue that has strong ramifications in the long-term competitiveness of organizations. It is not limited to CRM; the concept can also be applied to supply chain management (SCM), product development mana...

Marketers often stress the importance of treating customers as partners. A fundamental premise of this perspective is that all parties can be weakly better off if they work together to increase joint surplus and reach Pareto-efficient agreements. For marketing managers, this implies organizing marketing activities in a manner that maximizes total surplus. This logic is theoretically sound when ...

A successful knowledge management strategy identifies a firm’s key leverage points essential to achieve business results. These often reside in core business processes that may be re-engineered to capitalize on and expand organizational knowledge resources and capabilities. This case describes a 4-year initiative undertaken by IBM to re-engineer its customer relationship management process and ...

Along with the development of internet connected devices, Mobile Marketing is expected to be ubiquitous in the near future. In order to deliver right mobile offers, the need to better know the customer is now crucial. This article develops a theoretical marketing framework to categorise the most relevant information linked to mobile data which complements traditional CRM data models. Three dime...