Digital Transformation in Marketing through a Customer Knowledge Management Approach for Startups and SMEs: An EdTech Startup Case Study

2022 ◽  
Vol 13 (1) ◽  
pp. 25-31
Author(s):  
M. Kaoud ◽  
◽  
N. A. El Dine
Keyword(s):  
Knowledge Management ◽  
Organizational Factors ◽  
Digital Transformation ◽  
Limited Resources ◽  
Management Approach ◽  
Full Potential ◽  
Case Study Methodology ◽  
Customer Knowledge ◽  
Customer Knowledge Management

Technologies are transforming marketing organizations; and exploiting the full potential of this transformation is one of the key challenges for startups and Small and Medium Enterprises (SMEs) requiring a holistic management approach towards Knowledge Management (KM) in the digital context. This paper addresses a central question from a resource-based perspective: how startups and SMEs with inadequate capabilities and limited resources drive digital transformation in marketing? Customer Knowledge Management (CKM) which integrates approaches from Knowledge Management and Customer Relationship Management (CRM) can play an important role towards this goal. This paper examines the evolving role of data sciences in relation to marketing for effective Customer Knowledge Management in startups and SMEs. Adopting a case study methodology in EdTech startup based in Egypt, this paper suggests technological tools that help startups and SMEs with limited resources and capabilities take advantage of data sciences in relation to marketing and extract valuable customer knowledge to improve CRM effectiveness. The case study also sheds some light on the relevant organizational factors that could help such organizations align the CRM business processes with IT infrastructure. This research provides some guidance, from an organizational perspective, to startups and SMEs in their digital transformation in marketing.

Investigation of Customer Knowledge Management

2017 ◽  
Vol 8 (2) ◽  
pp. 12-22 ◽  
Author(s):  
Menatalla Kaoud
Keyword(s):  
Knowledge Management ◽  
Business Processes ◽  
Critical Role ◽  
Knowledge Flows ◽  
Customer Relationship ◽  
Case Study Methodology ◽  
Customer Knowledge ◽  
Customer Knowledge Management ◽  
Study Methodology

This article examines the Customer Knowledge Management (CKM) as an integration between the approaches of Knowledge Management (KM) and Customer Relationship Management (CRM). In the context of CRM, three types of knowledge flows play a critical role in the interaction between the organization and its customers: “Knowledge for Customers”, “Knowledge from Customers”, and “Knowledge about Customers”. A central question address here from a resource-based perspective is: How these customer knowledge flows are used through CRM business processes to improve effectiveness? Adopting a case study methodology in a sales outsourcing enterprise, this paper presents an in-depth investigation of Customer Knowledge Management through the CRM business processes. This research will help companies in the implementation of Customer Knowledge Management enabling them to improve their CRM effectiveness.

scholarly journals Effects of Customer Knowledge Management on Marketing Management and Results: Case Study in Business Companies, FARS

2020 ◽  
Vol 16 (16) ◽  
Author(s):  
Seyedmohammad Hosseinifard ◽  
Fateme Tohidi ◽  
Hamidreza Abootalebi Jahromi ◽  
Navid Abootalebi Jahromi ◽  
Nakisa Adib ◽  
...  
Keyword(s):  
Knowledge Management ◽  
Marketing Management ◽  
Customer Knowledge ◽  
Customer Knowledge Management

A Knowledge Management Approach to Marketing and the Advent of Customer Knowledge Management

E-Marketing ◽  
2012 ◽  
pp. 1030-1050
Author(s):  
Samiha Mjahed ◽  
Abdelfattah Triki
Keyword(s):  
Knowledge Management ◽  
Literature Review ◽  
Management Approach ◽  
Customer Knowledge ◽  
Complaint Management ◽  
Knowledge Based ◽  
Customer Knowledge Management ◽  
Per Se

This chapter is intended to give an overview of knowledge management (KM), and to explore its extension to the marketing discipline. It is basically aimed to set the stage for the conceptualisation of knowledge-based complaint management rather than to provide a thorough and exhaustive literature review of the KM theory per se. Therefore the contribution of the chapter in hand lies in the fact that it integrates the concept of customer knowledge in the field of complaint management.

Investigating the relationship between customer knowledge management and customer loyalty: mediating role of customer value (Case study: Saderat Bank of Khozestan)

2016 ◽  
Author(s):  
Abdollah Karimi ◽  
Seyed Mohsen Allameh
Keyword(s):  
Knowledge Management ◽  
Competitive Advantage ◽  
Customer Loyalty ◽  
Customer Value ◽  
Customer Knowledge ◽  
Mediating Role ◽  
Customer Knowledge Management ◽  
The Relationship

Customer orientation has attracted increasing importance and considered as the main competitive advantage of organizations in the process of firm achievement. If an organization can satisfy its customer and attract loyal customer, it would lead to its long term growth. Increasing competition in national, regional and global areas has led to more attention to competitive advantage as a key determinant of organization growth. To be successful in these circumstances, knowledge management and its procedures can be considered as a necessity. Knowledge management focuses on the knowledge usage to establish competitive advantage and form dynamics in a complex environment. Hence, current study aims to investigate the relationship between customer knowledge management and customer loyalty focusing on the mediating role of customer value by a case study conducted on Saderat Bank in Khozestan. Measurement items are adapted from existing scales found in the knowledge management and marketing literature. Academic colleagues reviewed the items for face validity and readability. The scales are evaluated for reliability using data collected in a survey of Saderat Bank’s customers. A structural equation modeling procedure is applied to the examination of the influences of customer knowledge management on customer value and customer loyalty. The research model was tested empirically using a sample of 500 customers who had referred to Saderat Bank’s agencies in Khozestan during the period of research. The paper found that the most influential dimensions of knowledge management on customer value are knowledge for customer, knowledge of customer, knowledge about customer, respectively. Furthermore, the effect of consistency between customer image and perceived value on customer loyalty was strong.Keywords: Customer knowledge management, Customer knowledge, Customer value, Customer loyalty 

Customer Knowledge Management via Social Media: A Case Study of an Indian Retailer

2017 ◽  
Vol 24 (1) ◽  
pp. 39-55 ◽  
Author(s):  
Arunima Kambikanon Valacherry ◽  
Pakkeerappagari Pakkeerappa
Keyword(s):  
Social Media ◽  
Knowledge Management ◽  
Computer Mediated Communication ◽  
Customer Relationship ◽  
Mediated Communication ◽  
Socialization Process ◽  
Customer Knowledge ◽  
Customer Knowledge Management ◽  
Computer Mediated

The socialization process in knowledge management (KM) has been in discussion for more than a decade, and most research has focused on socialization among employees in developing organizational knowledge. But this article tries to explore the socialization aspect in customer knowledge management (CKM) in a customer-centric industry, retail using social media. The case study of a leading Indian retailer is implemented using netnography, a research technique that draws data from computer-mediated communication channels. The communications of the retailer to and from customers through Facebook, Twitter and Foursquare are collected, codified and analysed. The findings explored the customer knowledge gaps (CKG) in the social media interactions, based on which a CKG model was developed. The study gives a new insight for retailers which can be used to evaluate their strategies using customer knowledge from social media apart from customer relationship management (CRM) and personal interactions. The information that customers share via social media is substantial and important for organizations like retailers, and it is high time to appropriately value this customer knowledge as it can be effectively used for enhancing future marketing strategies.

A Knowledge Management Approach to Marketing and the Advent of Customer Knowledge Management

2011 ◽  
pp. 264-284
Author(s):  
Samiha Mjahed ◽  
Abdelfattah Triki
Keyword(s):  
Knowledge Management ◽  
Literature Review ◽  
Management Approach ◽  
Customer Knowledge ◽  
Complaint Management ◽  
Knowledge Based ◽  
Customer Knowledge Management ◽  
Per Se

This chapter is intended to give an overview of knowledge management (KM), and to explore its extension to the marketing discipline. It is basically aimed to set the stage for the conceptualisation of knowledge-based complaint management rather than to provide a thorough and exhaustive literature review of the KM theory per se. Therefore the contribution of the chapter in hand lies in the fact that it integrates the concept of customer knowledge in the field of complaint management.

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