Instruments and Methods of Capturing Knowledge from Customers: Classification and Choice

Abstract

Customers are the source of insights and ideas that companies use to develop new products and services, to improve existing ones, to develop distribution channels and to plan promotion. The paper analyzes usage of instruments and methods of capturing knowledge from customers, suggests the classification of these instruments and methods and identifies factors that influence their selection. The research methodology of the paper is comparative case study and the sample includes 6 companies: 3 from electrotechnical industry and 3 from software development industry.