How Do They Know Their Customers So Well ?  

Oleh:

Harris, Jeanne G. ; Kohli, Ajay K. ; Davenport, Thomas H.

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Sloan: Management Review vol. 42 no. 2 (2001), page 63-74.
Topik: customers; customers

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: SS27.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Many firms know about their customers, but few know the customers themselves or how to get new ones. Leaders in customer - knowledge management go beyond transaction data, using a mix of techniques, and they aren't afraid to tackle difficult problems. Davenport, director of the Institute for Strategic Change, Accenture (formerly Andersen Consulting) and coauthors Harris, also from Accenture, and Kohli, professor of marketing at Emory University, report results from interviews with 24 leading firms and describe seven practices that the leaders share. The companies interviewed - including Harley - Davidson, Procter & Gamble, and Wachovia Bank - have undertaken specific and successful initiatives centered around the management of customer knowledge. Within the seven practices, two results stand out: First, firms are beginning to rely more on data from actual interactions, such as sales and service. They are learning that customers are more than transactions, and they are seeking creative ways to turn data from these interactions - human data - into knowledge. Second, even the most ambitious firms are keeping data from different approaches separate. They are not accepting the notion of an integrated data repository.

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