University of St.Gallen
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Knowledge-enabled Customer Relationship Management

abstract The concepts of customer relationship management (CRM) and knowledge management (KM) both focus on allocating resources to supportive business activities in order to gain competitive advantages. CRM focuses on managing the relationship between a company and its current and prospective customer base as a key to success, while KM recognizes the knowledge available to a company as a major success factor.From a business process manager’s perspective both the CRM and KM approaches promise a positive impact on cost structures and revenue streams in return for the allocation of resources. However, investments in CRM and KM projects are not without risk, as demonstrated by many failed projects.In this paper we show that the benefit of using CRM and KM can be enhanced and the risk of failure reduced by integrating both approaches into a customer knowledge management (CKM) model. In this regard, managing relationships requires managing customer knowledge - knowledge about as well as from and for customers. In CKM, KM plays the role of a service provider, managing the four knowledge aspects: content, competence, collaboration and composition. Our findings are based on a literature analysis and six years of action research, supplemented by case studies and surveys.
   
type journal paper
   
keywords Customer Knowledge Management, Knowledge Management, Customer Relationship Management
   
language English
kind of paper journal article
date of appearance 01-01-2003
journal Journal of Knowledge Management
volume of journal 7
number of issue 5
page(s) 107-123
review double-blind review
   
citation Gebert, H., Geib, M., Kolbe, L., & Brenner, W. (2003). Knowledge-enabled Customer Relationship Management. Journal of Knowledge Management, 7(5), 107-123.