The Research On The Integration Of CRM And KM

With the development of information technology and the improvement of the theory of business management, more and more enterprises regard customer and knowledge as important resource. They hope that the implementing of CRM (Customer Relationship Management) and KM (Knowledge Management) would enhance their competitive force. However, many enterprises are disappointed by the fruits of CRM and KM, in spite of they have input a huge amount of investment.Starting from the connotation and the implementing of CRM and KM, this article discusses the necessity, the possibility, the target, the content, and the process of the integration of CRM and KM. It consists of five chapters. The first chapter discusses the cause of CRM and KM and the connotation and the implementing of them. The second chapter analyzes the necessity of the integration of CRM and KM: several important reasons of failure and the advantageous exchange. The third chapter deals with the possibility of the integration of CRM and KM: a tight relationship between the management concept of CRM and the management concept of KM, the common premise, KM serving as the groundwork of CRM, and CRM serving as the practice of KM. The fourth chapter discuss the target and the content of the integration, including the whole target and the material goal, and the integration of ideas, contents and systems. The fifth chapter discusses the process of the integration of CRM and KM: the start-up of the integration program, the layout and design of the detailed project, the implementation of the project, and the evaluation, remark and improvement.