Big Data for Customer Knowledge Management

Contemporary organizations face numerous challenges, including effective customer knowledge management (CKM). A knowledge about customers, their behaviors, preferences and interests has become an important asset and a source of competitive advantage. It is said that effective CKM results mainly in increase of sales, customer satisfaction and loyalty. Customer knowledge management is a complex process based on appropriate acquiring, storing and analyzing of different, dispersed information resources as well as discovering a new knowledge about customers. Nowadays, more and more information about customers originate from Internet, social media, mobile devices and different data bases that are called big data (BD). An exploration of BD has become for many organizations an excellent opportunity to better know their customers and to gain a greater understanding of the way of CKM and the challenges that confront it. The main objective of this study is to investigate a role of BD for customer knowledge management.