知识管理对客户关系管理的重要意义

The Impact of Knowledge-based Management on CRM

知识管理的作用在于通过创建、整合、传播和应用知识来增强企业运作效率和提高企业创造价值的能力。然而,实践中普遍缺乏将传统的客户关系管理与知识管理相结合的企业运作框架。因此,一个完善的CRM应是建立在基于知识管理的,使企业能够评估重要客户标准如客户满意、客户利润、客户忠诚等来支持企业决策。

Knowledge-based Management plays an important role in the current customer-centered business environment. However, there is a lack of a simple and overall structure to integrate CRM with the practice of KM. This paper presents a model for CRM based on KM and puts forward some suggestions for it.