How to manage knowledge about customers

[German title: Wie man mit dem Wissen über Kunden umgeht]

By Tom Davenport
Managing Customer Knowledge
CIO, May 09, 2007

Abstract: Cliches about customer knowledge abound. Know your customer. Fire your worst customers. Have a relationship with your customer. Market one-to-one. Virtually every manager would agree that more and better customer knowledge can bring economic benefits to a company. Yet after participating in two recent studies on customer knowledge management (sponsored by the Concours Group and the American Productivity and Quality Center) I’ve concluded that the state of the art in the field of customer knowledge is fairly artless. Certainly, some companies are doing impressive things with customer data. A few even manage to turn some of it into knowledge. But I can’t point to any single company and say that it’s got it right.

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