Knowledge based customer relationship management review and scoring model

Wessels, Heinrich H. (2002-10)

Thesis (MBA)--Stellenbosch University, 2002.

Thesis

ENGLISH ABSTRACT: Knowledge Based Customer Relationship Management (KB-CRM) is derived from Customer Relationship Management (CRM) and Knowledge Management (KM) that are two crucial components of today's enterprise business models. This report explores the fact that the management of the knowledge in the enterprise and customer relationship management is directly related to the success of the enterprise and attempts to understand the meaning of KB-CRM, what the domains are, and how to diagnose KB-CRM. Based on the research the following definition for KBCRM is derived in the report: To knowledge-enable the enterprise to provide personalised and integrated sales, service and marketing processes to acquire new customers, retain the right existing customers and to grow the relationships with existing customers at every touch point, anytime and anywhere to add value to both the customer and the organisation. The report contains a literature survey of CRM and KM, a discussion of each of the KB-CRM domains (customer, strategy, process, people and technology) and a proposed KB-CRM diagnostic tool, derived from further research, that is applied in a proof on concept environment in the report.

AFRIKAANSE OPSOMMING: Kennis Gebaseerde Klante Verhoudings Bestuur (KG-KVB) is afgelei van Klante Verhoudings Bestuur (KVB) en Kennis Bestuur (KB) wat twee belangrike komponente van vandag se besigheids model uitmaak. In die studie verslag word die feit dat die bestuur van kennis en klante verhoudings in die onderneming direk verwant is aan die sukses van die onderneming behandel en word 'n poging aangewend om die betekenis van KG-KVB te verstaan, wat die domeine daarvan is en hoe KG-KVB gediagnoseer kan word in die onderneming. Gebaseer op 'n literatuur studie word die volgende definisie van KG-KVB in die verslag afgelei: Om die onderneming kennis-bevoegd te maak om persoonlike en geintegreerde verkoops, diens en bemarkings prosesse te verskaf om nuwe klante te kan verwerf, die regte bestaande klante te kan behou en om die verhouding met bestaande en moontlike klante by elke aanrakings punt te groei op enige tyd of enige plek om waarde toe te voeg vir die klant en vir die onderneming. Die studie verslag bestaan uit 'n literatuur studie van KVB en KB, 'n bespreking van die domeine van KG-KVB (die klant, strategie, prosesse, mense en tegnologie) en 'n voorgestelde KG-KVB dianoserings instrument wat afgelei is uit verdere navorsing en toegepas is in 'n "bewys-van-konsep" in die verslag.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/52908
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