2002•Unpublished venueRequires access

A Model of Customer Knowledge in the Information Age

Ye Nai

Abstract

Customer knowledge consists of five levels that are customer identification,communication channel, customer needs and wants,customer behavior,and customer value of profitability. Each level is the subset with concrete details of customer knowledge. To acquire customer knowledge is a process. It begins from identifying the customer to recognize the value customer brings. Customer knowledge is the fundament of preparing a customer oriented intgerated marketing plan.

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Available abstract

Key concepts: Customer advocacy, Customer intelligence, Customer lifetime value, Customer to customer, Customer equity, Customer retention, Customer profitability, Voice of the customer