Creating Customer Knowledge
Turning “insight” into sustainable advantage
David G. BakkenHarris Interactive, United States
Michael A. LottiGlobal Business Research, Eastman Kodak Company, United States
INTRODUCTION
Globally in 2002, companies and...
Creating customer knowledge. Turning 'insight' into sustainable advantage
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.
