Class 22: Marketing Automation 11/24

1. What do you think the future holds in term of knowledge management and use in the marketing applications?
In the future, many more companies will have extensive customer facing knowledge systems. This will provide the customer with a better experience if all systems are integrated or able to communicate with each other. The future also includes the addition of tactic knowledge, the knowhow of individual workers into knowledge management, which will also provide a better customer interaction with the system. You need detailed set of guidelines for using knowledge from several sources to provide the products, services, and support customers need. 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. 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. 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. EMAIL systems require both sophisticated technology and a great deal of customer-relevant knowledge to perform well.
Knowledge management  Marketers are interested in a narrower set of activites that focus on integrating front and back office services and delivering information to customer service personnel abd decision makers when and where they need it. They’re concerned about the customer experience and realize they must deliver it seamlessly through multiple channels at times and places demanded by the customer. USABLE knowledge in 2 key ways: 1. to enable human agents to do their work better, faster, and in a way that provides maximum customer satisfaction 2. to create automated systems that perform at least as well as the most skilled human agent
automation – replacing manual tasks and processes with computers and computer-controlled equipment. Marketers can use knowledge based systems for a variety of internal purposes. Technology is available to incorporate knowledge into customer-facing systems in many ways. Great efforts are required to build systems to support specific processes such as a mortgage loan application. Much of the effort involves integrating many formerly disparate information systems within the enterprise so that they work smoothly together to provide a seamless customer experience.
2. Specific encounter  chase/amazon vs. inkjet.com [wrong ink, sent back via mail, long time, sucked a lot :T]