CUSTOMER KNOWLEDGE MANAGEMENT: AN OVERVIEW
International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)
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Abstract
Over some previous years, two management strategies have come to the forefront for enhancing the global competitiveness of companies. The two strategies are knowledge management and customer relationship management. While knowledge management focuses on the creation, sharing, and dissemination of both tacit and explicit knowledge within organizations, as well as the tools, methods, and challenges in knowledge sharing, customer relationship management (CRM) addresses the management of current customer relationships and the attraction of new customers through computerized tools for CRM. In knowledge management, the primary focus is on how to develop and manage knowledge within organizations, rather than solely on a particular topic or content of knowledge. Conversely, customer relationship management concentrates on the company's customers, emphasizing their treatment and management. Research conducted in the past has shown that one of the most essential types of knowledge for companies is knowledge regarding their customers, whether they are business clients or consumers, and end users of the products or services. In this context, the challenge for companies is how to acquire, manage, and leverage knowledge about their customers. We can assert that knowledge and insights about knowledge management can be leveraged to improve customer relationship management, and customer relationship management can be perceived as an application of knowledge management. By amalgamating both CRM and KM approaches into a customer knowledge management framework, the advantages of utilizing CRM and KM can be amplified, thereby diminishing the likelihood of failure. Managing knowledge for the customer, knowledge about the customer, and knowledge from the customer significantly aids in relationship management. Hence, KM functions as a service provider for CRM. The integration of knowledge management with customer relationship management presents an opportunity for organizations, making it easier to identify market opportunities and enhance their competitive edge.
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Keywords
Knowledge, Customer Relationship Management (CRM), Customer Knowledge Management (CKM).