Knowledge Management (KM) is the process of managing organizational knowledge from creating business value that will focus on creating and delivering innovative products or services and managing relationships with existing key stakeholders in the context of Customer Relationship Management (CRM). The value of KM and CRM is well recognized by many leading companies. Application of Knowledge-enabled Customer Relationship Management (KCRM) is a great opportunity to increase the customer value and provides a way to systematically attract, acquire and retain the customers. This study has taken a beauty enterprise as an example and focused on its franchise stores to perform a field study. A strategic knowledge-enabled CRM framework is introduced in order to classify the subjects by customer-oriented perspective. From the responses of the surveyed beauty enterprise, it is demonstrated how the companies can develop their customer connection strategies based on their current and future positions in four dimensions of the value compass model. Moreover, this study presented a conceptual model of KCRM to see how KM can help CRM implementation.
Lin, Yichen; Lyu, JrJung; and Chan, ChiuShuang, "Applications of Knowledge-Enabled CRM" (2002). ICEB 2002 Proceedings. 106.