Customer

Does customer information usage improve a firm's performance in

business-to-business markets?

This article talks about a study that investigates how different ways of using customer information affects an organizations performance in b-to-b market. It talks about 2 types of information usage which are: Action oriented and knowledge enhancing and how they affect customer and business performance.

After making the research they found out that investing in improving customer information usage may have really good results for the company such as a better customer performance and a better business performance. When a company improves their way of using the customers information they are able to satisfy more needs and they get closer to the client, this improves the relation customer-organization and in the long run this may have a positive impact in the business performance.

This article show that the good use of information is really important in the decision making process. When a company makes good use of the information they have of their clients, the decision making process becomes a lot easier because they are a step closer of knowing what their customer exactly wants and as we said before, this has a positive impact in the organization.

Due to the fact that this research was made in Finland, the third most competitive country in the world, these results aren’t trustable because their market status is very organized and steady so if you compare it to another country with different characteristics, the results may differ significantly. It would be better if they make a further research in other country which isn’t as stable as Finland and they compare the results to come up with a more complete conclusion.

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