Brand Exploratory On Customer Knowledge

From the response of the consumers, companies make enhancements in their products as per the necessities of the consumers. From the approach or the associations with the consumers, companies get a chance to gratify their consumers and build up a competitive edge. This mechanism facilitates companies to stay with and goes ahead from their competition. Therefore, consumer relationships help the companies to make a competitive edge. (How to build a customer-centered organization to gain competitive advantage)

Section 1 – Understand the factors that affect an organisation and the customer service role

Employee should know everything about product which they try to sell to customers. It is vital for a candidate to have knowledge of the products and services of that organization; it shows an interest within the business and improves their chances of obtaining a job if they demonstrate knowledge of the products or services that the business delivers.

They may have information or ideas that is required to be able to fully support the customer.

Without high product knowledge, you will not be able to offer competent advice to customers or determine whether the product is a good match for the customer and also makes the customer feel more confident when buying the product from you.

Consumers are the most crucial factor to the environment of the company. They drive the company to profitable ends. And thus it is very essential to meet the needs of the customers at the right time and at the right place.

The team gathered a wealth of information about the products strengths and weaknesses, but lacked important consumer­brand relationship information. Supplementing the Consumer Insight Team research with the Usage and Attitude Study provided a well rounded customer understanding.

Corporate Communication ensures a communication strategy with an organization’s stakeholders, suppliers, customers and employees. It is a strategy framework that helps an organization build a better understanding and repute with people whose attitudes and actions hold influence the success of their business. This strategy identifies each of the aforementioned groups and describes the required approaches. In regards to the customers, one needs to project an image that the company will cater to the needs of the customers with quality products and subpar service. Excellent managerial services and good

Customer Relationship Management (CRM) is a tool that helps track, manage and supply information about customer’s interactions with an organization to help contribute to customer satisfaction that leads to customer loyalty. Additionally, CRM programs provide tools and applications designed to target their efforts on the most profitable customers, target new potential customers, and generate sales and maintain relationships with customers contributing to a greater market share.

First of all, a strong brand can be seen as the condition for organisations to expand products, offer more service, and introduce new products (Chernatony and McDonald, 2003). Secondly, a strong brand can lead to growth marketing communication effectiveness (Keller, 2009). ‘To build a strong brand, the right knowledge structures must exist in the minds of actual or prospective customers so that they respond positively to marketing activities and programs in these different ways.’(Keller, 2003, p. 140) Furthermore, Kay (2005) asserted that the strong brand can be seen as a resource of management, which make brand extension easier and useful to build distribution network. Companies are not treated by the intermediaries (Chernatony and McDonald, 2003). Moreover, companies are comparatively easier to change price if they have strong brands. As Henderson, et al (2003) said, a strong brand can allow for premium pricing even still remain loyalty customers, which help companies to survive in the intensive competitive market.

To be successful in business, "a consumer does not buy a whole of physical components of the product but it is usefulness, function, satisfaction of consumer's needs, solving the problem, etc" (Dubrouski, , p.1). "That is why the product is a whole of tangible and intangible components which means satisfaction of consumer's needs and desires, solving the problem"(Dubrouski, p.1). Companies and managers must learn to utilize marketing research, as well as, strategy skills to fulfill customers' satisfaction. Management has to focus on exclusive marketing challenges presented by the new era of the 21st century. Management has to be able to utilize inventive, dominant, and cost effective marketing techniques that will support the future success of the organization. Companies must meet,"the increasing importance of services as part of a product (offer, offering package) which cannot be neglected" (Dubrouski, p.1). Exploring the purpose of market research, as well as, evaluating the importance of such research, facilitates managers in realizing the importance of marketing to an organization's success and to be globally competitive.

The main goal of Customer relationship management is to create a strong bond between customers and the company. The strong bond can be build by focusing on the two main objectives of CRM. Providing the organization and all of the employees that treat customers with a single and complete view of every customer at every touch point and across all channels and providing the customer a single and complete view of the company and its extended channels (O’Brien, A & Marakas, G. 2004).

Today, customer relationship management is very important to the business world. Most of the companies established a department and the programs to manage their relationship with the customers. Customer relationship management (CRM) is a business strategy which designed to help a company to understand and look forward to the needs of its potential and current customers (Anderson & Stang, 2000). Customer data is being collected in several different areas of the company, stored in a central database, analyzed, and distributed to key points (Anderson & Stang, 2000).The business world once was “product-centric”, the companies just provided what they could produce. However, it is now become “customer-centric”, they provide products and service

Marketing is perhaps the most important activity in a business because it forms the communication bond between the customers and the company, and it’s a key aspect of communicating the value of the product.

A new methodology for customer knowledge management in the female central library in the University of Dammam is needed because of the big amount of customers’ information that exist there. Customers include employees, students, faculty members and researchers in the university. so, the purpose of this study is to propose a methodology for organizing customer knowledge in this library. In general, the proposed methodology is for developing a customer knowledge taxonomy model (CKT). By using and applying this model the customer knowledge can be classified into three categories: knowledge about customers, knowledge from customers and knowledge for customers. in addition, this paper proposes a strategy of merging the first and second categories of customer knowledge to form the third category. As a result of this case study, the librarians are expected to use the CKT model to organize customer knowledge which will help in facilitating the knowledge management activities including storing and sharing the knowledge. That will help them also to understand the preferences and the requirements of their customers so they can provide better services for them. Finally, it’s expected that the proposed methodology can be used by