Knowledge Management Capabilities in CRM: Making Knowledge For, From and About Customers Work

摘要

In recent years, companies have integrated their customer relationship management (CRM) and knowledge management (KM) efforts because they realize that KM plays a key role in CRM success. In this article we present the findings of a survey of customer-related KM initiatives’ status quo within organizations as the first step of a two-stage research approach. In a second step we build on the survey’s findings by presenting a cross-case analysis. The case studies that we conducted can be considered "good practices" that enhance CRM initiatives by applying knowledge for, from or about customers. Based on the case study analysis, we derive a conceptual framework for successfully implementing knowledge-based CRM initiatives in practice. Apart from these practical recommendations, we also discuss further research issues in the domain of customer knowledge management.