Leveraging customer relationship management through a knowledge creation process

[摘要] ENGLISH ABSTRACT:It is generally accepted that profitable relationships with customers are increasinglyimportant in determining the long-term success of the modem enterprise. Customerrelationship management (CRM) is widely considered as an appropriate methodologyfor building strong and mutually beneficial relationships with customers and, therefore,the study established the definition and scope of CRM.Customer knowledge could be considered a cornerstone of any CRM strategy and theability of the enterprise to create and leverage customer knowledge is viewed as asource of competitive advantage. The study aimed at establishing clarity on themethodologies and approaches to the organizational knowledge creation process.Finally, the integration of knowledge creation and leverage processes into the CRMstrategy was considered.Scrutiny of the available literature revealed a comprehensive description of the conceptof CRM. The various models of CRM presented in the study clearly illustrated thedifferent focus areas and components of CRM. The most prominent characteristics of aCRM strategy were found to be an emphasis on strategy, the networking of keystakeholders, customer intimacy and the use of appropriate technology.The approaches to the creation of organizational knowledge were analysed and it wasfound that the conversion between tacit and explicit knowledge is key to the creation oforganizational knowledge. The generally accepted principles for the leverage ofknowledge were adapted for possible incorporation into a CRM strategy. The salient conclusion of this study was that a knowledge creation process could beused to build the enterprise's stock of customer knowledge. It was found that theprinciples of knowledge leverage could be applied to the customer knowledge base inorder to build lasting and profitable customer relationships.Recommendations were offered for the improved leverage of a CRM strategy throughthe integration of knowledge creation, knowledge leverage and CRM methodologiesand principles. Finally, suggestions were made for further academic research on theanatomy and implementation of CRM.

[发布机构] Stellenbosch University