Customer Knowledge Management (CKM): Model Proposal and Evaluation in a Large Brazilian Higher Education Private Group
The CRM process is supported by the relationship orientation and the customer knowledge management derived from data collection, data consolidation, data analysis and knowledge distribution to support decision making. The interaction between CRM and Knowledge Management (KM) is quite intuitive, es...
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2018-01-01
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| Series: | BBR: Brazilian Business Review |
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| Online Access: | http://www.redalyc.org/articulo.oa?id=123056168003 |
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| _version_ | 1825207318355116032 |
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| author | Alessandro Henrique de Souza Miake Rodrigo Baroni de Carvalho Marcelo de Rezende Pinto Alexandre Reis Graeml |
| author_facet | Alessandro Henrique de Souza Miake Rodrigo Baroni de Carvalho Marcelo de Rezende Pinto Alexandre Reis Graeml |
| author_sort | Alessandro Henrique de Souza Miake |
| collection | DOAJ |
| description | The CRM process is supported by the relationship orientation and the customer knowledge management derived from data collection, data consolidation, data analysis and knowledge distribution to support decision making. The interaction between CRM and Knowledge Management (KM) is quite intuitive, especially when both are supported by Information Technology. The goal of this paper is to develop a Customer Knowledge Management (CKM) theoretical model in order to assess its contribution to the relationship management of students at one of the largest higher education private groups of the world. A state of contrasts comparing groups of students exposed to CKM-designed marketing campaigns (approximately 600,000 students) and unexposed ones (approximately 17,000 (students) demonstrated how the proposed model effectively contributed to CRM initiatives. It was found that students exposed to marketing activities had a higher reenrollment rate than those that were not reached by the campaign. It was also possible to calculate the return on investment (ROI) of CKM activities. |
| format | Article |
| id | doaj-art-0c6ab4c97dde48cea0766e5f8192805b |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2018-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-0c6ab4c97dde48cea0766e5f8192805b2025-02-06T23:39:32ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2018-01-0115213515110.15728/bbr.2018.15.2.3Customer Knowledge Management (CKM): Model Proposal and Evaluation in a Large Brazilian Higher Education Private GroupAlessandro Henrique de Souza MiakeRodrigo Baroni de CarvalhoMarcelo de Rezende PintoAlexandre Reis GraemlThe CRM process is supported by the relationship orientation and the customer knowledge management derived from data collection, data consolidation, data analysis and knowledge distribution to support decision making. The interaction between CRM and Knowledge Management (KM) is quite intuitive, especially when both are supported by Information Technology. The goal of this paper is to develop a Customer Knowledge Management (CKM) theoretical model in order to assess its contribution to the relationship management of students at one of the largest higher education private groups of the world. A state of contrasts comparing groups of students exposed to CKM-designed marketing campaigns (approximately 600,000 students) and unexposed ones (approximately 17,000 (students) demonstrated how the proposed model effectively contributed to CRM initiatives. It was found that students exposed to marketing activities had a higher reenrollment rate than those that were not reached by the campaign. It was also possible to calculate the return on investment (ROI) of CKM activities.http://www.redalyc.org/articulo.oa?id=123056168003customer relationship management (crm)knowledge managementcustomer knowledge management (ckm)higher education |
| spellingShingle | Alessandro Henrique de Souza Miake Rodrigo Baroni de Carvalho Marcelo de Rezende Pinto Alexandre Reis Graeml Customer Knowledge Management (CKM): Model Proposal and Evaluation in a Large Brazilian Higher Education Private Group BBR: Brazilian Business Review customer relationship management (crm) knowledge management customer knowledge management (ckm) higher education |
| title | Customer Knowledge Management (CKM): Model Proposal and Evaluation in a Large Brazilian Higher Education Private Group |
| title_full | Customer Knowledge Management (CKM): Model Proposal and Evaluation in a Large Brazilian Higher Education Private Group |
| title_fullStr | Customer Knowledge Management (CKM): Model Proposal and Evaluation in a Large Brazilian Higher Education Private Group |
| title_full_unstemmed | Customer Knowledge Management (CKM): Model Proposal and Evaluation in a Large Brazilian Higher Education Private Group |
| title_short | Customer Knowledge Management (CKM): Model Proposal and Evaluation in a Large Brazilian Higher Education Private Group |
| title_sort | customer knowledge management ckm model proposal and evaluation in a large brazilian higher education private group |
| topic | customer relationship management (crm) knowledge management customer knowledge management (ckm) higher education |
| url | http://www.redalyc.org/articulo.oa?id=123056168003 |
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