Capturing Data from Customers

Capturing Data from Customers

Minwir Al-Shammari (University of Bahrain, Bahrain)
Copyright: © 2009 |Pages: 22
DOI: 10.4018/978-1-60566-258-9.ch006
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Abstract

The customer is a strategic element in a company’s downstream supply chain. In the new economy, customers, whether they are individual consumers or businesses, are becoming demanding, powerful, and more knowledgeable than before. The pressure of customers for more improvements (e.g. in quality, cost, and delivery), has been intensified by globalization of marketplaces and the emergence of new business philosophies and models (e.g. click and mortar direct-sale business model). Customer data is the key to successful relationships with customers. Data acquisition is the process to capture, integrate, cleanse, and load customer data, from various customer touchpoints, into the operational data store (ODS) and DW in order to create customer information and knowledge. This chapter intends to examine the concepts, issues, and trends related to capturing customer data and routing it to, or sharing it with, people in other units within the organization.
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Conceptual Foundations

In CKM, interactions with customers are becoming increasingly inevitable to improve quality, cut costs, increase revenues, capture market leadership, and achieve SCA. ICT systems are no longer used for internal command and control purposes, but for adding value to customers through new products and/or procedures. CKM requires organizations to gather data, information, and knowledge needed to:

  • Identify target customers and market.

  • Determine the needs, requirements, and expectations of customers.

  • Develop and produce products, services, and processes that meet these needs.

The importance of customers to business firms has created tough ‘rivalries’ among competitors over acquiring new customers or retaining/expanding relationships with current ones. In particular, CK has been utilized as a major weapon to gain competitive advantage following the transformation of organizations from ‘product-centric’ to ‘customer-centric’ ones. Therefore, CKM is needed to build good customer relations, satisfaction and loyalty, which in turn would be used to achieve SCA.

This section is set to explain the meaning of the concepts of customer, data, customer data, and to discuss various ICT applications used in the data acquisition process.

What is a ‘Customer’?

A customer is a party that acquires or uses an offering, be it product and/or service, of an organization. This includes subentities such as Prospect, Using Customer/Consumer, and Buying Customer (Imhoff et al., 2001). The customer in a B2B context is an organization: a profit-oriented-company, or a not-for-profit institution. In a B2C context, the customer is an individual or a household. The word ‘customer’ historically derives from ‘custom,’ meaning ‘habit; a customer was someone who frequented a particular shop, who made it a habit to purchase goods there, and with whom the shopkeeper had to maintain a relationship to keep his or her ‘custom’ - expected purchases in the future.

Complete Chapter List

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Table of Contents
Foreword
Luciano Batista
Acknowledgment
Minwir Al-Shammari
Chapter 1
Minwir Al-Shammari
In today’s dynamic business environment, change is omnipresent. Organizations have to develop sound change management strategies in order to counter... Sample PDF
Setting a CKM Strategy
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Chapter 2
Minwir Al-Shammari
The only constant in life is change, and business organizations are not different. Environmental uncertainties made transition to knowledge-based... Sample PDF
Spotting Environmental Drivers
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Chapter 3
Reorganizing People  (pages 63-104)
Minwir Al-Shammari
The ability of an organization to compete in rapidly changing business environments is contingent upon its ability to develop competitive strategies... Sample PDF
Reorganizing People
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Chapter 4
Retooling ICT Systems  (pages 105-135)
Minwir Al-Shammari
Regardless of the type of organization or operation, the evolving nature of organizational ICT systems helps organizations to live up to changing... Sample PDF
Retooling ICT Systems
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Chapter 5
Redesigning Processes  (pages 136-167)
Minwir Al-Shammari
In today’s turbulent and complex business environments, the focus has shifted from products to services. As a result, services have become a new... Sample PDF
Redesigning Processes
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Chapter 6
Minwir Al-Shammari
The customer is a strategic element in a company’s downstream supply chain. In the new economy, customers, whether they are individual consumers or... Sample PDF
Capturing Data from Customers
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Chapter 7
Minwir Al-Shammari
Whether companies are engaged in B2B or B2C transactions, they need to understand their customers. Once customer data are captured and stored in... Sample PDF
Compiling Profiles of Customers
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Chapter 8
Minwir Al-Shammari
Increasingly, knowledge is becoming a primary engine of growth in the globalized business world and is making nations more competitive as they shift... Sample PDF
Creating Knowledge about Customers
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Chapter 9
Minwir Al-Shammari
Efforts to improve the experience of customers do little to boost customer satisfaction and loyalty if they fail to connect with customers and... Sample PDF
Maximizing Value for Customers
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Chapter 10
Minwir Al-Shammari
Effective development of customer products and/or services requires valid and up-to-date CK in order to target the right customer with the right... Sample PDF
Measuring Return on Relationships with Customers
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Chapter 11
Minwir Al-Shammari
The previous chapter focuses on creating value-added products and/or services to customers..As the management of a CKM change is a journey, not a... Sample PDF
Managing Learning throughout CKM Change
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About the Author