THE PROCESS OF MANAGING CUSTOMER KNOWLEDGE IN BUSINESS STRUCTURES AND ITS ROLE IN PREDICTING THE DEVELOPMENT OF THEIR NEEDS

UDC 330.163
DOI: 10.36871/ek.up.p.r.2024.01.01.007

Authors

Lidiya V. Rudakova,
Saint-Petersburg State University of Aerospace Instrumentation, St. Petersburg, Russia

Abstract

The article examines the process of managing customer knowledge in business structures and its role in predicting the development of their needs. The scientific novelty and practical significance of the work lies in the substantiation of two elements: the collection of information about customers; analysis and transmission of this information within the business structure, which constitute the process of managing customer knowledge. A scheme has been formed for the formation of this process. Determinants have been identified to improve customer segmentation of the business structure using tools such as data mining, similarity diagram, CRM. An algorithm for the creation of goods/services in accordance with the changing needs of the clients of the business structure is formulated.

Keywords

entrepreneurial structure, knowledge, knowledge management process, needs, analysis, segmentation, RFM analysis.