Towards Customer Knowledge Management (CKM): Where Knowledge and Customer Meet

Towards Customer Knowledge Management (CKM): Where Knowledge and Customer Meet

Rawan Khasawneh (Yarmouk University, Jordan) and Ameen Alazzam (Yarmouk University, Jordan)
DOI: 10.4018/978-1-4666-7357-1.ch002
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Abstract

According to the knowledge-based perspective of the firm and as a result of the shift from industrial to knowledge revolution, knowledge is an important asset that can be used as a tool to achieve a firm's strategic goals in an effective way in order to achieve sustainability, competitive advantage, and other long-term benefits. On the other hand, the adoption of the “customer is the king/queen” strategy makes organizations focus on the task of gathering information about their customers that can be used in providing those customers with continuous improvements utilizing a special type of Knowledge Management (KM) strategy. This chapter explores customer knowledge management and its general concepts including knowledge and customer relationship management. It also reviews several models of customer knowledge management proposed in the literature. Conclusions and proposed future work are also discussed.
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Knowledge Management

Knowledge is information that is contextual, relevant, actionable and dynamic in nature. It is very distinct from data and information; data are facts, measurements and statistics while information is organized and processed data that is timely and accurate (moteleb & woodman, 2007; rollins & halinen, 2005). According to zanjani, rouzbehani and dabbagh (2008), knowledge can be defined as a collection of experience, values, contextual information, and experience that make new experience and information for the people. Knowledge can be classified into tacit and explicit knowledge. Following is a brief description of each type.

Explicit Knowledge (Leaky Knowledge): Is a collection of policies, approaches, software, documents, instructions, reports and objectives in each organization (sanayei & sadidi, 2011) that represents rational, objective and technical aspects (khan, 2012). The information written in encyclopedias (including wikipedia) is a good example of explicit knowledge.

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