Research On The Implement Flow And Driving Factors Of Customer Knowledge Management In Enterprises

Gartner group discovered a conclusion through an investigation: about 55% to 75% of the CRM systems haven't reached the companies'expectation. In 1997, Wayland and Cole combined CRM and KM, and put forward the concept of Customer Knowledge Management (CKM) for the first time. In the philosophy of CKM, customer knowledge is regarded as the important resource of the enterprises. The task of CKM is to change the role of costumers, transforming the customers form passive receivers of the products to active creators of value. CKM will encourage customers to share their knowledge that is of great value to the enterprises, and then improve the performance and innovation abilities of the enterprises.This paper absorbs the fruits of both domestic and foreign researches on this subject, and then divides the flow of CKM into 5 phases: acquiring, choosing and evaluating, integrating, sharing, utilizing and innovating. In order to ensure the effective implement of the CKM flow, this paper puts forward a point view : there is a necessity to establish a project team spanning different departments and set up full-time knowledge management clerks to do the work . It is also necessary to recur to the structures of present call center, and to expand its functions. Then the call centers will become the effective platforms of CKM.This paper explores the interior and exterior driving factors of CKM implement. The interior driving factors includes the strategy, the culture, the attention of advanced managers, the inspiring mechanism and etc. The exterior driving factors includes the customers'trust, the feedback mechanism, the flexible system and etc. In the forth chapter, it carries out an inquiry regarding the level of customer service, the information feedback mechanism and the exterior driving factors of CKM. It makes reliability analysis, validity analysis, correlate analysis and etc. to prove the point views and the hypothesis of this paper. In the end, it puts forward some suggestions for the enterprises to implement CKM.