Customer Knowledge
At the heart of marketing and marketing strategies is a fundamental understanding of customers. Some companies describe this as customer insight. The ability to learn about customers through all channels of communication, not just research.
This customer knowledge is more than market research, market intelligence or CRM as you have customer knowledge in the heads of your sales or customer services people, in the data in your accounting systems, from your web-site and it may even be something that customers want to provide to you themselves. Collecting and storing this information is where Notanant our web knowledge system comes into play.
Customer knowledge is that collection of information and insight that your business has built up over time and needs to use to leverage successful customer relationships and provide the service that those relationships need.
Typically much customer knowledge is distributed around an organisation in a fragmented way. Some will be in market research, some on databases, some in the heads of sales and customer service staff. Notanant, our web-knowledge database is a system that help you get the most from your customer knowledge by concentrating on:
- Collection of customer knowledge
- Structuring and storing customer knowledge
- Analysis of customer knowledge
- Dissemination of customer knowledge
We believe that customer knowledge is of most value in a business-to-business environment where knowledge is typically soft data, rather than hard numbers and where the business relies on long-term high-value relationships with customers based on building a shared future together (for more details see our comparison of B2B and consumer markets).
The aim of collecting, sharing and analysing customer knowledge is to help your business build sustainable business relationships with your customers, focusing on the customers needs and wants for each customer individually, and for all customers together. This means that information is needed from the front desk to the furthest back office, for a micro customer-by-customer view up to a macro market view. Not only that, but information comes in through each level of the organisation from the account manager to the accounts clerk. Being able to share and deliver on your customer needs, whoever the customer asks is what will make your business stand out from the crowd.
Notanant is our specialist Marketing Knowledge Database system for collecting, managing and sharing customer knowledge.