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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Autores principales:	Alessandro Henrique de Souza Miake, Rodrigo Baroni de Carvalho, Marcelo de Rezende Pinto, Alexandre Reis Graeml
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2018
Materias:	customer relationship management (crm) knowledge management customer knowledge management (ckm) higher education Business HF5001-6182
Acceso en línea:	https://doaj.org/article/0c6ab4c97dde48cea0766e5f8192805b
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spelling	oai:doaj.org-article:0c6ab4c97dde48cea0766e5f8192805b2021-11-11T15:48:07ZCustomer Knowledge Management (CKM): Model Proposal and Evaluation in a Large Brazilian Higher Education Private Group1807-734X10.15728/bbr.2018.15.2.3https://doaj.org/article/0c6ab4c97dde48cea0766e5f8192805b2018-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123056168003https://doaj.org/toc/1807-734XThe 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.Alessandro Henrique de Souza MiakeRodrigo Baroni de CarvalhoMarcelo de Rezende PintoAlexandre Reis GraemlFUCAPE Business Schoolarticlecustomer relationship management (crm)knowledge managementcustomer knowledge management (ckm)higher educationBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 15, Iss 2, Pp 135-151 (2018)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	customer relationship management (crm) knowledge management customer knowledge management (ckm) higher education Business HF5001-6182
spellingShingle	customer relationship management (crm) knowledge management customer knowledge management (ckm) higher education Business HF5001-6182 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
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
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
title	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_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_sort	customer knowledge management (ckm): model proposal and evaluation in a large brazilian higher education private group
publisher	FUCAPE Business School
publishDate	2018
url	https://doaj.org/article/0c6ab4c97dde48cea0766e5f8192805b
work_keys_str_mv	AT alessandrohenriquedesouzamiake customerknowledgemanagementckmmodelproposalandevaluationinalargebrazilianhighereducationprivategroup AT rodrigobaronidecarvalho customerknowledgemanagementckmmodelproposalandevaluationinalargebrazilianhighereducationprivategroup AT marceloderezendepinto customerknowledgemanagementckmmodelproposalandevaluationinalargebrazilianhighereducationprivategroup AT alexandrereisgraeml customerknowledgemanagementckmmodelproposalandevaluationinalargebrazilianhighereducationprivategroup
_version_	1718433874777735168

Customer Knowledge Management (CKM): Model Proposal and Evaluation in a Large Brazilian Higher Education Private Group

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