Chapter 13
Marketing Automation
The future of of knowledge management and use of marketing applications is growing. Knowledge management is defined as “the systematic process of identifying capturing, and transferring information and knowledge people can use to create, compete and improve.” This is defined by American Productivity & Quality center. This future belongs to marketers who capture, analyze and use data correctly and efficiently. There is explicit (stated and published) and tacit (subconscious and hard to articulate not yet published) knowledge. Knowledge belongs to real people, information does too. Gathering that information by people and computer servers are used by the same people to help them improve their response quality.
The role of knowledge management is to enable human agents to do their work better, faster, and in a way that provides maximum customer satisfaction. Also to create automated systems that perform at least as well as the most skilled human agent.
An example of this knowledge is the Mortgage bank application where after sending their application to the bank a couple (who is trying to by a house). They check their status online for pre-approval for the mortgage. After sending the application the bank makes a profile for them and they’re on their way to building a relationship with the bank. Everything is done automatically but if they need a live chat there is a button to help them. The automatical work flow system identifies tasks that must be performed, assigns responsibility and due dates for each task and establishes a collaborative database file that can be accessed by all bank personnel who have an assigned role in processing the application.The follow ups are with emails from the bank.