Customer knowledge management application in the modern marketing and sales system

Customer knowledge management (CKM) as a main strategy in modern marketing and sales systems plays a critical role in the success of organizations. The study was conducted to explore the context of application of customer knowledge management in Uzbek companies. Our present study, using a qualitative research approach and multiple case study method, collected the necessary data from 20 leading organizations of different sectors. The research findings show that organizations that use customer knowledge management systems have seen 13% customer satisfaction growth, 72% improvement in sales conversion rates, and 29% reduction in the length of sales cycles. Additionally, the success rate of campaigns in these organizations has increased by 125%. However, factors such as low data quality, resistance to change, and limited budgets have slowed down the adoption of these systems. This study points out the necessity for placing customer knowledge management at the forefront as one of the sources of sustainable competitive advantage.

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