How does your knowledge impact customers?

A challenging issue is grappling with how to use knowledge management to improve customer service significantly. The idea of making a personalised, relevant communication based on a customer’s attributes and past activity at an individual level can be challenging.

Create a marketing persona that represents customers allowing you to focus knowledge management and content marketing efforts better.

A knowledge management audit coupled with the new technologies can changing the entire sales and buying process.  The old way of researching, coming up with a compelling proposition, and marketing it with a campaign has changed. Today it’s possible to develop modular offers with multiple components custom-built at an individual customer level.

It will maximise the benefit and attractiveness to the customer at the time it’s most relevant. So, for example, just using a name in addressing a communication to an individual no longer qualifies as personalisation.

Some of the defining knowledge factors might include:

  • Purpose and activities of the organisation.
  • Overall strategic direction.
  • Your marketplace, its size, remoteness, language.
  • Speed to market.
  • Organisational culture.
  • The size of the organisation.
  • Geographic spread.
  • Educational levels of market segments.
  • Staff skills and experience.
  • Organisational history.
  • Available resources.

Each organisation has a unique set of requirements to be managed. As a result, there is no “one approach fits all”. In reality, most organisations have well-meaning but poorly targeted knowledge management activities. Activities that failed didn’t address a problem, frustration, want or need of either the customer base or the other stakeholders within the organisation. So how will you acquire new practical and valuable knowledge?

Quotable Quotes.

“Practical business information knowledge will help to provide you with both insights and foresight to minimise the impact of adversity”. Peter Sergeant

“Practical knowledge drives the customer experience strategies, and an excellent customer experience hinges on finding out precisely what the customers want first, then making it happen”. Peter Sergeant

Leave a Comment

You must be logged in to post a comment.