Technologies: Knowledge Base

As part of customers’ desire to be more involved in solving their own problems, companies have moved to offering technological solutions in ways that appeal to customers’ desire for self service. The predominant method for doing this is by maintaining a collection of answers to commonly asked questions. The collection may be part of a Knowledge Base that is accessible either online, through such methods as frequently asked questions (FAQ), or through a call system where an automated helper or virtual attendants guide customers to an answer.

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Influential Stakeholders
Besides dealing with various governmental groups, marketers must also pay close attention to other groups that can affect marketing activity. The most important of these groups are those that have an interest or stake in the company. While such groups are not backed directly by the power of a government they can still command a great deal o…

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