Investigation of Customer Knowledge Management: A Case Study Research

This article examines the Customer Knowledge Management (CKM) as an integration between the approaches of Knowledge Management (KM) and Customer Relationship Management (CRM). In the context of CRM, three types of knowledge flows play a critical role in the interaction between the organization and its customers: “Knowledge for Customers”, “Knowledge from Customers”, and “Knowledge about Customers”. A central question address here from a resource-based perspective is: How these customer knowledge flows are used through CRM business processes to improve effectiveness? Adopting a case study methodology in a sales outsourcing enterprise, this paper presents an in-depth investigation of Customer Knowledge Management through the CRM business processes. This research will help companies in the implementation of Customer Knowledge Management enabling them to improve their CRM effectiveness.