The KCRM knowledge audit: Model and case illustration

摘要

Purpose: The purpose of this paper is to propose a methodology for conducting a knowledge-enabled customer relationship management (KCRM) knowledge audit, which involves applying knowledge auditing principles to assess the existence and implementation level of KCRM processes within an organization. This type of audit enables an organization to thoroughly review the extent to which knowledge is generated, codified, distributed and utilized while the firm is identifying, differentiating between, interacting with, and customizing products and services for its customers. Design/methodology/approach: This paper draws upon the KM, CRM, and auditing literatures to develop a KCRM knowledge audit methodology. As an illustration, the proposed methodology for KCRM knowledge auditing was applied within the service arm of a paint manufacturing firm in the United Arab Emirates (UAE). Findings: The proposed methodology allows supplier organizations to systematically evaluate the extent to which their CRM approaches are knowledge-enabled; and to identify competitive strengths and opportunities in the areas such as cost, product and service quality, as well as flexibility to meet the changing requirements of their business customers. Research limitations/implications: The study focused on a practical point of view and, therefore, there are no testable propositions derived. In addition, the study focuses on an explicit KM model, which has limitations in tacit KM such as social networks and detail guidelines of KM outcomes. Originality/value: This paper draws upon the KM, CRM, and auditing fields to develop a KCRM knowledge audit methodology. It contributes to the KM, CRM, and auditing literatures by developing and demonstrating how these literatures intersect via the concept and methodology of a KCRM knowledge audit