The article analyzes the development of customer needs in business structures, which allows you to launch the process of value transformation and creates opportunities for the formation of new management systems. The scientific novelty and practical significance of the work lies in the fact that two concepts are defined: the concept of consumer knowledge and the concept of studying the role of managing this knowledge in predicting changes in their needs. The components of the customer knowledge management process of the business structure are substantiated, and the relationship between the goals, knowledge and types of consumers in it is revealed.