Customer Knowledge Management (eBook)

Improving Customer Relationship through Knowledge Application

Silvio Wilde (Autor)

eBook Download: PDF

2011
XVI, 143 Seiten
Springer Berlin (Verlag)
9783642164750 (ISBN)

Infos

Managing and transferring knowledge - at the right time, in the right place and with the right quality for customers - enables companies to survive in times of fierce competition. The focus of this work is therefore on Knowledge Management and Customer Relationship Management. The theoretical part comprises several approaches to knowledge, its transfer and the barriers to be overcome when sharing knowledge. This is followed by a description of CRM and CKM (Customer Knowledge Management), outlining how crucial their successful use is. The practical part explores on the one hand the dependence on knowledge and on the other hand its availability for a good customer relationship. It includes a case study that investigates both the administrative and the operational area of a concrete company. The survey results are then discussed in detail, key success factors identified and mistakes pointed out. After this critical analysis, final recommendations are given that every company can benefit from.

Silvio Wilde studied Human Resource Management and International Project Management at the University of Applied Sciences in Neuss (Fachhochschule für Oekonomie und Management) and currently works as a marketing and sales expert. Thanks to his previous employments at Siemens, AT&S, BASF and Bayer, he can look back on a broad range of experience in different corporate cultures. This also enabled him to gain insights into the close relationship between Knowledge Management and Customer Relationship Management - the research topic of his book. His interests focus on 'human capital', companies' most valuable asset.

Inhalt

Contents 5
List of Abbreviations 9
List of Figures 10
List of Tables 12
1 Introduction 14
1.1 Preface 14
1.2 Research Problem 14
1.3 Research Objective 16
1.4 Structure of the Book 17
1.5 From KM to CRM: `PKMA’, `5-Step CDLS’, `CRI-C' and `SIS’ 18
1.5.1 Pyramid of Knowledge Management Awareness (PKMA) 19
1.5.2 5-Step Customer Data Life Spiral (5-Step CDLS) 20
1.5.3 Customer Relationship Improvement Cycle (CRI-C) 21
1.5.4 Sensitization – Improvement – Sharing (SIS) 23
2 Small and Medium-Sized Enterprises 24
2.1 Preface 24
2.2 Nature and Importance of SMEs in Europe 24
2.3 SMEs in Germany 26
2.4 NEWCO International GmbH 27
2.5 Difficulties and Competition Factors of SMEs 28
2.6 Summary 31
3 Knowledge Management 32
3.1 Preface 32
3.2 Definition and Types of `Knowledge’ 32
3.2.1 Internal vs. External Knowledge 33
3.2.2 Theoretical vs. Practical Knowledge 33
3.2.3 Individual vs. Collective Knowledge 34
3.2.4 Tacit vs. Explicit Knowledge 35
3.3 Concepts of and Approaches to `Knowledge Management’ 35
3.3.1 `The SECI Model' by Nonaka/Takeuchi 36
3.3.2 `Munich Knowledge Management Model' by Reinmann-Rothmeier 40
3.4 Summary 44
4 Knowledge Transfer and Sharing 46
4.1 Preface 46
4.2 Complexity of Knowledge Sharing 46
4.3 Best Practice Transfer Model by Szulanski 47
4.4 Barriers to Knowledge Exchange 49
4.5 The Concept of Ba 51
4.6 The Learning Organization 54
4.7 Summary 56
5 Customer Relationship – Customer Knowledge 57
5.1 Preface 57
5.2 Customer Relationship Management 57
5.3 Customer Knowledge Management 59
5.3.1 Types of Customer Knowledge 60
5.3.2 Further Differentiations of Customer-Oriented Knowledge 62
5.3.3 Benefits for Organizations Through Integration of Customer Knowledge 64
5.3.4 Benefits for Customers Through Knowledge Cooperation with Organizations 66
5.4 Summary 68
6 Practical Investigation 69
6.1 Preface 69
6.2 Research Methodology 70
6.3 Research Design 70
6.4 Theoretical Approaches of the Case Study 72
6.5 Results of the Survey 81
6.5.1 Knowledge and Customer Relationship – Administrative Area 82
6.5.2 Knowledge and Customer Relationship – Operational Area 83
6.5.3 Knowledge – Administrative Area vs. Operational Area 84
6.5.4 Customer Relationship – Administrative Area vs. Operational Area 86
6.5.5 Knowledge and Customer Relationship – Administrative Area vs. Operational Area 87
6.6 Summary 89
7 Critical Debate 90
7.1 Preface 90
7.2 Discussion of the Results 90
7.2.1 Question 1 91
7.2.2 Question 2 92
7.2.3 Question 3 92
7.2.4 Question 4 93
7.2.5 Question 5 93
7.2.6 Question 6 94
7.2.7 Question 7 95
7.2.8 Question 8 96
7.2.9 Question 9 97
7.2.10 Question 10 97
7.2.11 Question 11 98
7.2.12 Question 12 99
7.2.13 Question 13 99
7.2.14 Question 14 100
7.2.15 Question 15 101
7.2.16 Question 16 102
7.3 Recommendations Resulting from the Case Study 103
7.4 Critical Analysis 107
7.5 Summary 111
8 Conclusion 113
8.1 Theoretical/Practical Summary 113
8.2 Recommendation 116
8.3 Future Research Direction 117
9 Appendix 119
References 140
Books and Magazines 140
Expert Interviews 146
Internet 146
Index 147

Produkt-Details

• Erscheint lt. Verlag: 4.1.2011
• Zusatzinfo: XVI, 143 p.
• Verlagsort: Berlin
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
• Schlagworte: Communication • Customer Knowledge Management • Customer Relationship Management • knowledge management • Knowledge Transfer / Knowledge Sharing
• ISBN-13: 9783642164750 / 9783642164750