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Using Knowledge Management to Improve Customer Relationship Management: A Systematic Literature Review

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Using Knowledge Management to Improve Customer Relationship Management: A Systematic Literature Review

Abstract

Today's economy is a knowledge-based economy in which knowledge is a crucial facilitator for individuals, as well as being an instigator of success. The companies intend to integrate knowledge management (KM) with their customer relationship management (CRM) since they consider that KM plays a crucial role in the success of CRM. This research aims to systematically analyze integration between KM and CRM from three aspects, namely: benefits of integrating KM with CRM, types of customer knowledge in CRM and models displaying integration of KM and CRM. We carried out a systematic literature review of empirical studies on integration models which was published in the last decade (2001–2015). We have recognized 35 primary studies related to the purpose of this research. After considering these studies, we found that, by integration of KM and CRM, companies can achieve their goals faster, and with higher quality and cost effective than their competitors. KM needs to implement in all CRM business process so organizational culture and structure and management support are important for successful integration of KM and CRM.
http://www.jscdss.com
Vol.3 No.1 February 2016: 36-43
Article history:
Accepted 09 November 2015
Published online 11 November 2015
Journal of Soft Computing and Decision
Support Systems
Using Knowledge Management to Improve Customer Relationship
Management: A Systematic Literature Review
Arash Khosravi a,*, Ab Razak Che Hussin a,
a Faculty of Computing, Universiti Teknologi Malaysia, Skudai, 81310 Johor Bahru, Malaysia
* Corresponding author email address: khosravi.280@gmail.com
Abstract
Today’s economy is a knowledge-based economy in which knowledge is a crucial facilitator for individuals, as well as being an instigator
of success. The companies intend to integrate knowledge management (KM) with their customer relationship management (CRM) since
they consider that KM plays a crucial role in the success of CRM. This research aims to systematically analyze integration between KM
and CRM from three aspects, namely: benefits of integrating KM with CRM, types of customer knowledge in CRM and models displaying
integration of KM and CRM. We carried out a systematic literature review of empirical studies on integration models which was published
in the last decade (20012015). We have recognized 35 primary studies related to the purpose of this research. After considering these
studies, we found that, by integration of KM and CRM, companies can achieve their goals faster, and with higher quality and cost effective
than their competitors. KM needs to implement in all CRM business process so organizational culture and structure and management
support are important for successful integration of KM and CRM.
Keywords: Customer Relationship Management, Knowledge Management, Customer Knowledge Management, Customer Knowledge
1. Introduction
We live in a competitive environment in which
knowledge plays an important role in providing a
competitive advantage. Organizations currently face new
challenges and opportunities; hence it is acknowledged that
they should compete in a knowledge-based economy and
society. Knowledge is embedded in the human perspective
and IT is only a facilitator not the solution. Thus, people
are responsible for creating and sharing knowledge.
Knowledge management is a people-oriented process that
can prepare competitive advantages for an organization. To
achieve competitive advantage and hence improve
operational and strategic business activities, knowledge
capturing, as well as sharing and interpreting, is crucial.
Thus, the relationship between the discipline of CRM
(Customer Relationship Management) with knowledge
management is an important field of research at present
(Gebert, Geib, Kolbe, & Riempp, 2002).
In the business area, customer relationship management
(CRM) and knowledge management (KM) have the same
goal; the aim being to offer continuous improvement for
customers. This goal leads to a new concept that has been
labelled ‘customer knowledge management’ (CKM) (Geib,
Reichold, Kolbe, & Brenner, 2005; Gibbert, Leibold, &
Probst, 2002). CKM means the use of knowledge for, from
and about customers in order to improve the customer-
relating capacity of organizations. Recent research
emphasises that an organization’s KM abilities are the most
important critical success factor influencing CRM impact
(Croteau & Li, 2009). However, due to a history of
technology failures and poor solutions, many companies try
hard to justify their CKM plans in today’s business world
(Dous, Salomann, Kolbe, & Brenner, 2005). Nevertheless,
the idea of integrating KM with CRM activities is still alive
as it has also confirmed the ability to realize significant
benefits when done correctly (Gibbert et al., 2002).
Existing literature reviews can be separated into two
groups, namely: traditional literature reviews and
systematic literature reviews (SLR). The traditional reviews
generally cover modern ideas and research trends, whereas
the purpose of SLRs is to respond to a variety of research
questions. Although the idea of integrating KM with CRM
activities is still alive, there is no systematic or thorough
literature review on this topic presented in extant literature
studies. Therefore, this paper attempts to conduct the
review systematically. In particular, we conducted an SLR
on integration models published in the period from 2001 to
2015. The purpose of this SLR is to review and refine the
available evidence regarding the following, namely: (1)
benefits of integrated KM with CRM, (2) types of customer
knowledge in CRM and (3) models of integrated KM and
CRM.
The rest of this paper is organized as follows. Section 2
describes the methodology used in this review. Section 3
presents and discusses the review results. Section 4
E-ISSN: 2289-8603
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