haku: @freeterm customer relationship management / yhteensä: 3
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| Tekijä: | Salomann, H. (et al.) |
| Otsikko: | Rejuvenating customer management: how to make knowledge for, from and about customers work |
| Lehti: | European Management Journal
2005 : AUG, VOL. 23:4, p. 392-403 |
| Asiasana: | knowledge management customers case studies |
| Vapaa asiasana: | customer relationship management |
| Kieli: | eng |
| Tiivistelmä: | Many companies have lately pursued stronger customer orientation and better customer relationships with the help of different instruments of knowledge management (KM). Most of these pursues have not been very successful as the survey made by the writers indicates. The article presents a cross-case study of three companies that are good examples of how customer relationship management (CRM) could be rejuvenated by KM for, from or about customers efficiently. From the case studys results the researchers identify some key success factors in implementing a knowledge-based approach to CRM. It is important to take an integrated approach to CRM, so that different aspects of strategy, processes, systems and management of change will be considered. |
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