December 3,2008

We finished Customer service and began Marketing Automation.  Companies wants to provide the best possible customer service but as cheaply as possible.

Customer Service Themes

1. Customer service orientation must provide all departments of an enterprise.
2. Technology can help improve customer service
3. Customer want multiple service channels
4. Customer want the option of human contact
5. Improve the overall customer experience

• Customer care is a key marketing discipline. Customer satisfaction/loyalty, and enterprise profit.
• Develop service strategies based on CLV.
• Customer want choice in how to access service.

Chapter 13: Marketing Automation

“the future belongs to markets who best” 1) capture 2) analyze and mine 3) USE

Types of Knowledge:

1. Explicit Knowledge: Is readily available, it is the knowledge of skilled workers, that can be articulated, communicated to others, and if necessary incorporated into marketing decisions support or automated marketing systems.
2. Tacit Knowledge: knowledge that has not been articulated; often subconscious and relatively difficult to communicate to other people.

Role of Knowledge In Marketing

• To enable human agents to work: Better, Faster, and With more customer satisfying results.
• To create automated system, as good as the best human agent.

Questions:

1. What do you think the future holds in terms of knowledge management and use in marketing applications?

The future of knowledge management is to create an automated system that can be as good as the best human agent, and enable human agents to do their work better, faster, and in a way that provides the best customer satisfaction.  Also develop a system that encourages customers to uise the most effective and cost efficient methods of obtaining the products, services, and support they need.

1. Think about your own Internet experience, can you think of a specific encounter in which information or knowledge clearly improved your interaction with a human agent? Can you think of an encounter in which the human agent lacked the information or knowledge to make your experience satisfactory? Be prepared to discuss both positive and negative experiences and what could have transformed a negative encounter into a positive one.