The Impact of Knowledge Process about Customer on the Success of Customer Knowledge Acquisition Communications of the IBIMA Volume 1, 2008 27 The Impact of Knowledge Process about Customer on the Success of Customer Knowledge Acquisition Samer ALHawari, the Arab Academy for Banking and Financial Sciences, Amman-Jordan, Samer.alhawari@yahoo.com Amine Nehari Talet, King Fahd University of petroleum & Minerals, Saudi Arabia nehari@kfupm.edu.sa Haroun Alryalat, the Arab Academy for Banking and Financial Sciences, Amman-Jordan, Haroun.AlRyalat@gmail.com Wa’el Musa Hadi, the Arab Academy for Banking and Financial Sciences, Amman Jordan, Whadi1981@yahoo.com Abstract The fast growing demands of customers that face organizations are concerned with the acquisition of new customers. In this approach Knowledge has become a key source for organizations to improve the competitive advantage. Therefore, Knowledge Management (KM) is viewed as one of the most interesting options as it can produce competitive Advantage. Consequently, competitive advantage is essential for organizations performance in the process of emerging markets. Many organizations lost sight of competitive advantage to grow and compete with domestic and global competitors. Thus, many organizations try to gain it from managing Knowledge. This paper reviews process about knowledge and present suggestions for what a general process to improve customer knowledge acquisition should include based on analysis of various processes in the literature. The main emphasis is laid upon the concepts of identify source of customer knowledge and verifies the source of customer knowledge to develop the success customer knowledge acquisition. Therefore, this paper contributes to the process of developing customer knowledge acquisition process. The paper will describe a more valid process to achieve customer knowledge acquisition, Key Words: KM, Customer Knowledge, Process about Knowledge, Customer Knowledge Acquisition. 1. Introduction Knowledge has become strategic resource of organization as the basis of competitive advantage in the organization. KM is not something new; it is going to be something tangible and, in other words, there is a type of revolution on this topic today. Therefore, KM can be useful for the success of Customer Relationship Management (CRM) activity. As a concept, KM is one of the important factors for achievement of customer knowledge acquisition in a long term. Study the KM process important of the organization to validate the objective. Therefore, CRM process can be considered as knowledge-oriented process with the characteristics of knowledge intensity and process complexity [12]. [8] View the managing knowledge as a kind of asset, corporate needs developing corresponding criteria to control the knowledge assets. Additionally, organization should put a great deal of emphasis on discovering who are its best customers and how to find new customers who will be similarly loyal and profitable [7].Therefore, the organizations start thinking of how to develop process to enhancement customer knowledge acquisition. This paper extends the previous paper in order to propose a conceptual model of customer knowledge acquisition to improve customer acquisition. The rest of this paper is structured as follow: Section two introduces review of related studies associated to customer knowledge. Section three presents a conceptual model for customer knowledge acquisition process, and finally the conclusion is given. 2. Literature Review This section gives the reader an overview of different contribution in literature associated with the process about knowledge. It also presents description of customer knowledge. As well, it presents an explanation of customer knowledge flows. Furthermore, it is concerned with describing the role of KM in achieving CRM objectives. Finally, it describes the phase of process about knowledge related in the literature. 2.1 Concept of Customer Knowledge Customer Knowledge has increasingly been recognized within marketing as a significant resource that can be managed to support research and development [11]. Additionally, [6] point out that, in the CRM business process need the processing of customer knowledge to pursue the goals of