What do you think the future holds in term of knowledge management and use in the marketing applications?
What the future holds in terms of knowledge management and the use of it for marketing application is still in working progress. I mean the technology does exist, however barriers exists and there could be other mistakes that most people overlook. Like for example I never really had an experience where I encountered with a human agent about exchanging of information worth telling, probably minor experiences but not good enough for an essay. However there is the example about the learning how to get your first home but through some kind of process.
There has to be some kind of information structured so it can execute in the most efficient manner. Information is the key that equips workers with knowledge to perform their tasks and on automated marketing programs of many kinds. As we all know, programs, no matter how much information is obtained, are followed in steps, after the first steps are taken then the following information can be revealed in the next process. Like for example when a new couple wanted to buy a house, they had to check to see if they can be approved or pre-qualified for mortgage, that’s step one of buying a house. They decide to start with their bank where they have their individual checking account, as they already have an established relationship with the bank, and will help smooth the whole mortgage process. This bank spends the last couple of years trying to build an integrated system in an attempt to make the process as quick and efficient as possible. The whole profile is set and customized according to their likings, and to their buying habits, a marketing plus. The contents of the screen show that the bank has considerable information about the customer and is using it in ways that have a good chance of being productive. Right after they send in their application, a personalized profile is constructed for them for information, and their value justifies a live customer service representative, they also have the button for live chat if needed. All this is done automatically, using many applications, all relying on event-driven software. In this case, the trigger is the mortgage application, which activates a series of decision rules. Then an automated system that electronically routes documents to the next person in the process, following up with emails and questions. The automated work flow also provides the customer with due dates for each task, and other things that need to be done before they can be approved. However this may not be realistic to one of our experience on the internet, but this is how knowledge should be managed, and this aforementioned process could be used in marketing.
v You need detailed set of guidelines for using knowledge from several sources to provide the products, services, and support customers need
v Processes have become the key unit of analysis for improving quality and for implementing automated systems. It is not the individual step in the process that is most important; it is the smooth functioning of the entire process that is critical for success.
v Problems with missing data: be patient, data can be obtained over time in the normal course of business. Infer if needed. The alternative is to exclude a consumer from any age-related promotion, if you’re not certain with age.
v TACIT KNOWLEDGE: knowledge that has not been articulated; often subconscious and relatively difficult to communicate to other people. Askjeeves.com allows user to makes their queries in natural language.
v EMAIL systems require both sophisticated technology and a great deal of customer-relevant knowledge to perform well.