Creating customer knowledge

Date of publication: April 18, 2004


Consumer insights do not arise from better data or information alone. Customer knowledge creation requires three important elements: a 'behavioral model' or theory of consumer behavior; continual fact-gathering; and revision of the theory as new facts are integrated into the experience base. This approach can provide a sustainable competitive advantage. The paper will illustrate a process for accomplishing this and demonstrate the application of the process with the case study.

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