Knowledge management cycle to increase customer awareness of beauty product in Thailand.

Abstract

This research aimed to study the possibility of collecting customer data to increase customer awareness by using new knowledge management from banking sector called ‘Know Your Customer’ method which was designed to manage customer’s financial identification systematically. The research noted that if a company collected customer data in a more systematic way, it may have increased customer awareness in the product. The in-depth qualitative interview was conducted with 25 participants working in beauty-related companies. Respondents had moderate to high level of work experience and understanding of the companies’ products. The result showed that companies did not focus on the research framework but customer awareness raised by aesthetic needs and external factors. Moreover, customer data collection was restricted by the information legislation. Internal information management had only created systematic work for employees.