Customer Centric Knowledge Management
Customer Centric Knowledge Management
Customer Centric Knowledge Management
The stages are determined by the level of IT employed and the sophistication/integration of the information system used in the organization.
The higher the level of IT the higher the integration of CRM into the organization's IT/IS architecture
First Stage
The first CRM development stage is the preliminary, non IT-assisted stage. Organizations belonging to this stage have a very limited or not at all use of IT as far as the management of customer relationships is concerned. However, these organizations use customer related knowledge management instruments and have some type of a mostly manual customer satisfaction and/ or complaining data recording/processing system, indicating, thus, their positive attitude and orientation towards defensive relationship marketing
Second stage
The second CRM development stage is the IT-assisted CRM, predominately a manual process that uses IT to enhance the company-customer relationship and analyze customer-related data.
Customer data are mainly collected manually but recorded and analyzed by using spreadsheets, database systems and statistical packages.
Organizations belonging to this stage are expected today to have some Internet presence and manage effectively and efficiently customer satisfaction and
Third stage
The third CRM development stage is the IT-automated CRM, which emphasizes customer interaction by using a number of technologies, such as the Internet and telephone/computer integration. Acquisition of customer profiles, tracking of customer purchase patterns and trends and interactive service provision have been made possible by the advances in IT . Companies belonging to this stage have active Web presence, use EDI systems, engage in e-commerce and have implemented ERP and operational CRM systems aimed at business processes optimization and sales force automation. Processing of customer requests and orders and management of customer accounts are expected to be timely and accurate and generally at a high level of efficiency.
Fourth Stage
The fourth CRM development stage is the integrated CRM (iCRM), leading to customer personalization and high level of service and customer satisfaction. At this stage, companies employ sophisticated CRM information systems providing highly integrated back-office, front-office and Internet functions. Personalization software includes a number of analysis technologies such as data mining, collaborative filtering and rules engines . Supply chain optimization and analytic functions are also expected at this stage through the use of Web-enabled decision
This will probably require not only enterprise-wide sharing of information so that customer-centric knowledge could be available to every decision maker inside the organization but also sharing of relevant business information with customers and business partners aiming at overall customer satisfaction, processes efficiency and cost minimization.