论客户关系管理与知识管理整合的必要性

On Necessity of the Integration of CRM and KM

讨论阻碍企业成功实施客户关系管理与知识管理的主要原因,指出客户关系管理的优势主要表现为先进的结构化数据管理功能、有效的企业“前台”管理、清晰的企业业务流程及可量化的成效考核,而知识管理的优势主要表现为有效的非结构化数据管理、强大的企业“后台”支撑、高效的专家系统及从人到知识再到业务流程的融合。分析两者整合后可以带来的优势互补,并阐明在实施过程中将两者进行整合的必要性。

First, this paper discusses some main factors that prevent the implementation of CRM and KM. Then it shows that the CRM has its mam features of advanced structural data management, effective enterprise proscenium management, a clear-cut business process, and the effect evaluation of the CRM quantitative work. While KM shows its great advantages in nonstructural data management, powerful background management of enterprises, effective expert systems and the amalgamation of personnel, knowledge and business process. On the base of this analysis, it is put forward in this paper that the integration of CRM and KM will bring mutual advantages to each other.