An Integrated Process-based Customer Knowledge Management Model

Abstract

To address the lack of an integrated and comprehensive framework in the context of CKM, the study follows a process-oriented approach to construct an integrated process-based customer knowledge management model, which describes the business processes relevant to CRM and KM initiatives. The model is the result of integrated research combining theoretical conceptualization efforts with practical application. Furthermore, the study discusses the CKM process model, and offers a process perspective to illustrate which KM tools can be applied to the CRM subprocesses to achieve effective CKM. It introduces the four KM aspects content, competence, collaboration and composition. This model may serve as a guideline for practitioners and thereby help to alleviate the gap between the benefits known from theory and case studies and a very broad CRM process implementation. The model provides a theoretical frame of reference to achieve the purpose of the study. These CKM process are repeated, aiming to conceptual framework continuously enhance and update the quality and quantity of the organizations customer knowledge and to maximize the advantages that this knowledge provides. The study constructs an integrated process-based customer knowledge management model from four stages of CKM process—IACE, via the combination of both the technology-driven and data oriented approaches in CRM and the people-oriented approach in KM could achieve a managerial framework for knowledge-based CRM strategy, processes, systems and change management, finally to reach synergy potential and a target marketing-oriented CKM model to satisfy customers’ needs and desires or to solve a specific problem.