Customer feedback represents a significant knowledge base in organizations that can be leveraged to take advantage of continuous improvement through knowledge management (KM) strategies. These strategies can be powered via organizational memories incorporation as knowledge storage and retrieval mechanisms. This approach encouraged a soft system methodology based research that implemented an organizational memory as KM axis in customer feedback, in order to offer benefits to process and services improvement. This paper shows such research results, and also its contribution to the intervened entity continuous improvement.
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