Place of Customer Relationship Building Tools in Relation to the Customer Knowledge Management Model

Building customer relations is a key element of the company's functioning, focused on maintaining close contact with its customers. The diversity and multiplicity of communication tools makes it necessary for companies to choose them skillfully to the group of their customers. Therefore, when selecting tools, it is worth asking consumers themselves about their preferences in this area. The author, on the basis of her own research indicates the usefulness of selected marketing activities in the process of the company's contact with customers and then indicates the tools which the respondents most often meet on the market. The aim of the article is to indicate that the knowledge of the communication tools preferred by the customer of a given company is the basis for work on the components of the CKM model, which the author of the publication works on and researches. Within the framework of the CKM model, having knowledge about the preferred tools for communication by consumers constitutes an element of knowledge about customers and a basis for communication in the aspects of knowledge from and for customers. The article uses own research, which is a part of nationwide omnibus research conducted by the Department of Service Marketing at the University of Szczecin on a group of young adults.