Knowledge management in an enterprise as a response to contemporary customers' needs

Information and knowledge play a key role in the context of the functioning of organizations in an environment characterized by a huge dynamism of changes. Every enterprise that wants to gain a certain position on the market must monitor market events as well as customer requirements and expectations on a continuous basis. This applies to both existing customers and those who may be interested in starting cooperation. All activities taken in companies are aimed at meeting market requirements. Therefore, knowledge about customer needs, expectations and requirements is a key factor in the aspect of ability to conduct business more effectively than the competition. Such knowledge allows enterprises to react to forthcoming events early enough, and to prepare for possible disruptions and take advantage of possibilities that may appear. However, in order to properly use the knowledge, it is necessary to optimize the process of knowledge management. The aim of this paper is to present possibilities and advantages of using knowledge about the needs of contemporary customers. It is also to identify factors impacting the effectiveness of the use of this knowledge by organizations in the context of gaining a competitive edge.