面向CRM的客户知识管理能力研究

CRM过程是一个知识密集型过程，客户知识是实现CRM绩效的关键战略资源之一，最近的研究文献表明CRM和KM可以达到很好的集成．论文通过对CRM过程中客户知识流的分析，界定了客户知识管理的内涵：基于此，研究了面向CRM的客户知识管理能力问题，构建了客户知识管理能力的理论模型，主要包括部门之间的相互协同、支持的组织系统、与客户的协作、支持的IT系统和支持组织学习及面向客户的组织文化五个关键维度。

Study on Customer Knowledge Management Competence Oriented CRM

CRM process is a strong knowledge intensity process and customer knowledge is considered as one of the key strategic resources for the CRM success. Recent studies conducted in the fields of Knowledge Management and Customer Relationship Management has proposed that the two approaches can have great synergies. Based on this,we describe CKM as an ongoing process of generating,disseminating and using customer knowledge within an organization and between an organization and its customers to acquire and retain the profitable customers. Then,the CKM competence is studied and the tentative theoretical framework of CKM competence is set up,we propose that CKM competence should concern five key dimensions in particular: inter-functional cooperation; supportive organizational systems; cooperation with customers; supportive IT systems; organizational culture that support organizational learning and customer orientation.