Model background

• The model that we propose illustrates a

three-step process that will gather
knowledge during personal interaction
with customers.
• The customer gathers knowledge that
helps him make a purchase decision at
the same time the firm collects
knowledge.
 Model background
• Our model points to the customer as
someone holding knowledge and
seeking new information.
• Dervin13 and Kuhlthau both point to
the process of seeking information as
defined by the context of the customer
and his prior knowledge.
 The model
Step 1: knowledge revealing
• When the customer and salesperson
come together, they both bring their
knowledge and experiences to the
interaction.
• In addition to informing, the
salesperson can gather knowledge
from the customer about 3 things…..
• The customer and the salesperson
identify the objective of their
interaction.
• Although we refer to knowledge
revealing as a step, it is really a
continuous process.
• This is a continuous process and is not
limited to initial changes.
 Step 2: knowledge sorting
• The knowledge identified by the
salesperson should be articulated and
presented to the customer.
• interaction. Once the factors have
• been initially determined, the
salesperson resents he pieces of
knowledge he has identified to the
customer
• Yoon and Nilan refer to this exchange
between the customer and the
salesperson, as exchange of
comments.
• This step is key because it clarifies
customer needs and expectations of
products and services.
 Step 3: knowledge levelling
• Although this step is necessary to
satisfy the user, the company benefits
the most from the initial encounter.
• At this stage, the exchange will repeat
itself until both parties are eventually
satisfied with the amount, type of
information, and knowledge shared.
 Coding of knowledge
• The knowledge that is collected from the
interaction between a customer and a
salesperson needs to be documented so that
other personnel can retrieve it.
• Perhaps the most
• difficult part of the process is for
management to decide the
• type of information that they need to collect
and codify in the knowledge base.