Objectives of knowledge management

1
 
Efficient collection, dissemination and evaluation of different information sources from the micro‑ and 
macro‑ environment.
2
 
Effective process for generating and reviewing the relevance of new strategies based on creating new value 
for customers.
3
 
Efficient research into potential customer value against the business value generated.
4
 
Efficient implementation of prototypes of new functionality to deliver customer value.
5
 
Efficient measurement and review of results from prototypes to revise further to improve proposition or to 
end trial.
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Part 1
Introduction
Activity 2.1
Online ecosystems
Purpose
To explore the increasing importance of facilitating communications through online 
platforms and service providers.
Activity
Discuss in a group, or make notes to identify, the main companies (e.g. Facebook) and 
platforms (e.g. tablet devices) used by consumers that are important for companies to 
review their presence on. Once you have identified the main company or service types, 
group them together so that their overall importance can be reviewed.
Answers to activities can be found at 
www.pearsoned.co.uk/chaffey
Mini Case Study 2.2
Real‑ time experience tracking involves asking a consumer panel to send text messages on their cellphones 
every time they see a message or reference to a given brand or one of its competitors over a period of a 
week to a month, depending on the length of the purchase process. The structured four‑ character message 
captures the brand, the touchpoint type (Saw a tweet about it? Saw it in a shop window?), how positive the 
customer felt about the encounter, and how persuasive it was. Respondents add further detail online, and fill 
in surveys at the start and end of the study to record brand attitude changes.