Economic Annals-XXI: Volume 213, Issue (1-2), Pages: 100-105
Citation information
Akhmedjanov, K., Muminov, N., Ahmadaliyev, R., Nozimova, M., Chuponov, S., & Yoqubov, D. (2025). Customer knowledge management application in the modern marketing and sales system. Economic Annals-XXI, 213(1-2), 100-105. doi: https://doi.org/10.21003/ea.V213-12
Karimjon Akhmedjanov
DSc (Education),
Rector,
Kimyo International University in Tashkent
156 Shota Rustaveli Str., Тashkent, 100121, Uzbekistan
k.akhmedjanov@kiut.uz
ORCID ID: https://orcid.org/0000-0001-6291-9993
Nozim Muminov
PhD (Economy),
Department of Economics,
Alfraganus University
2A Yukori Karakamish Str., Yunusabad District, Tashkent, 100190, Uzbekistan
n.muminov@afu.uz
ORCID ID: https://orcid.org/0000-0002-4376-9683
Rustam Ahmadaliyev
PhD (Medicine),
Researcher,
Fergana Medical Institute of Public Health
2A Yangi Turon Str., Fergana, Fergana Region, 150100, Uzbekistan
axmrusumar1975@mail.ru
ORCID ID: https://orcid.org/0009-0005-8090-963X
Mokhira Nozimova
MS (Business Administration),
Tashkent State University of Economics
49 Islom Karimov Str., Тashkent, 100066, Uzbekistan
moxirazs@gmail.com
ORCID ID: https://orcid.org/0009-0007-9746-984X
Sanat Chuponov
MA (Education),
Senior Lecturer,
Department of Business Administration,
Mamun University
989Q+6V, 2 Bolkhovuz Str., Khiva, Khorezm Region, 220900, Uzbekistan
chuponov_sanat@mamunedu.uz
ORCID ID: https://orcid.org/0000-0001-7388-9224
Diyorbek Yoqubov
PhD (Agriculture),
Researcher,
Department of Fruits and Vegetables,
Urgench State University
14 Kh. Alimdjan Str., Urganch, Khorezm, 220100, Uzbekistan
ykbvdiyor1@gmail.com
ORCID ID: https://orcid.org/0009-0006-2829-5922
Customer knowledge management application in the modern marketing and sales system
Abstract. 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.
Keywords: Customer Knowledge Management; Marketing; Sales; System; Information; Sales Cycle; Market; Business; Company; Competitive Advantage; Uzbekistan
JEL Classifications: Е24; Е41; Е64; I18; J28; J31
Acknowledgements and Funding: The authors received no direct funding for this research.
Contribution: The authors contributed equally to this work.
Data Availability Statement: The dataset is available from the authors upon request.
DOI: https://doi.org/10.21003/ea.V213-12
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Received 27.10.2024
Received in revised form 18.11.2024
Accepted 21.11.2024
Available online 26.02.2025