5
Customer knowledge
Within the field of information management, a distinction has always been made between data, information and knowledge. Data are details; the date on which a prospect became a customer, the value of the last purchase, the term within which payment was made and the customer’s address. Data become information as soon as a user assigns a meaning to them. The data say something about the identity and profile of the customer; as a result, it becomes possible to create an image of who the customer is. Information becomes knowledge as soon as action is taken on the basis of this information; because the customer’s profile is known, we know when we should offer him which products or services.
The pitfall should be avoided in which ...
Get Customer Relationship Management, 1st Edition by Pearson now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
