客戶知識管理的五種模型

Five styles of Customer Knowledge Management,
And how smart companies put them into action
Michael Gibbert1, Marius Leibold2, Gilbert Probst3
1 University of St Gallen, Switzerland and INSEAD, France, 2 University of Stellenbosch, South Africa, University of Geneva, Switzerland3
E-mail: Michael.Gibbert@unisg.ch, Leibold@mweb.co.za, Gilbert.Probst@hec.unige.ch
Abstract. In the aftermath of the knowledge economy, smart corporations begin to realize that the proverbial ‘if we only knew what we know’ also includes ‘if we only knew what our customers know.’ In this paper, the authors discuss the concept of Customer Knowledge Management (CKM), which refers to the management of knowledge from customers, i.e. knowledge resident in customers, in contrast to knowledge about customers, e.g. customer characteristics and preferences prevalent in previous work on knowledge management and customer relationship management. Subsequently, five styles of CKM are proposed and practically illustrated by way of corporate examples.
Key words. Knowledge Management, Customer relationship management, customer knowledge management, value creation.
Our customers are more knowledgeable than we realize
In the emphasis on knowledge as a key competitive factor in the global economy, corporations may be overlooking a major element – customer knowledge. For example: Old Mutual, the largest insurance company in South Africa (and an internationally expanding FTSE 100 quoted company on the London Stock Exchange) has been incorporating the knowledge of patients concerning their own health c
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