The business process model, 10
- G. Sparks
The customer’s value has become apparent for the leading companies in today’s competitive environment. Therefore they are constantly trying to improve their relationship with customers via their customer relationship management systems. Knowledge management (KM) can also help to improve the quality of the information obtained by customer relationship management (CRM). However, in order to be more effective, KM should be provided with a steady and ongoing process of gathering information from outer sources in cooperation with the CRM system. In this study, a customer knowledge management (CKM) model has been proposed for the integration of CRM and KM in four stages. In addition, a survey has been conducted to identify the barriers of the design and implementation of CKM. Research sample included Managers of 22 manufacturers in Isfahan and the questionnaire consists of 29 multiple-choice questions. Findings imply that inadequate supporting budgets, lack of senior management commitment to CKM and poor communication are the barriers to the design and implementation of CKM.