Knowledge based management: captureà analyzeàuse marketing dataàdata from internet, service, contracts, and internal data
Data: analyze information at a lower level
Knowledge: add expertise to information
àevent based/ rule based (courses available only at certain time slots)
Role of knowledge in marketing
-Enable human agents to work better, faster, with more customer satisfying results (expert service @ 24-7)
-create automated systems as good as human agents
Chapter 13: Marketing Knowledge
Transforming data collected to useful information for decision making.
Knowledge continuum: Data (raw, unprocessed)à analyzeà information (for decision makers)à add expertiseà knowledge (make workers more productive and automate systems)
Explicit knowledge: readily available, knowledge of skilled workers can be articulated, communicated to others, incorporate into decision support or automated marketing systems (ex good counselor)
Tactic knowledge: knowledge not articulated, subconscious and difficult to communicate (soso/bad counselor)
Integrating front-and back-office (internal, non customer facing systems) services and delivering information to customer service personnel and decision makers when and where they need it is crucial to marketers. Marketers must deliver products and services seamlessly through multiple channels at times and places demanded by the customer to create great customer experience. Enterprises need to create usable knowledge from the resources they have (customer data and the expertise of best workers).
-to enable human agents to do their work better, faster, and in a way that provided maximum customer satisfaction
-to create automated systems that perform at least as well as the most skilled human agent