Research On The Process Designing And Evaluating Of Customer Knowledge Management

The arrival of the knowledge economy makes the market environment which the enterprise faced change enormously. Traditional profit mode and commercial rule face the new challenge. The fast change of the global market, the extensive adoption of information technology, loyal decline of customer and reduced marginal return day by day have put forward the new challenge for all enterprises. Traditional Customer Relationship Management can't solve the puzzlement caused dispersing of customer's information toward business activities of the enterprise. Its intrinsic flow has also hindered the individualized customer service. The customer shows insufficiently "customer satisfaction". The appearance of the knowledge management makes us have brand-new understanding of the customer resource. Customer's knowledge is important assets for all enterprises and the foundation of produces, research and development and holding market chance, which is the important factor of enterprises competitiveness. If enterprises can set up the mechanism close knowledge exchange and shares with the customer, understand the customer's situation and knowledge that customer grasps in time, enterprise will undoubtedly be close to the market, improve the competitive power and the accuracy of enterprise decision greatly. Thus the application of KM concepts and technologies in the context of CRM becomes the focus of research.This paper starts with the mergence of CRM and KM. Theoretical foundation and necessity of combine is discussed, then the meaning of Customer Knowledge Management is presented. Based on it, comparative analysis of CRM, KM, CKM and CKM as the extension development of CRM is carried on. Then, the application of KM concepts and technologies in CRM, the flow of CKM systematically has been described, namely customer knowledge acquirement, customer knowledge sharing, customer knowledge application and customer knowledge innovation. Then the operating process and service process of CKM are depicted. On the basis of this, the value chain model of CKM is presented. In the model, CKM activities are divided into the basic activities and assistant activities. Basic activities are the flows of CKM and assistant activities include lead, organize environment, manpower capital and information technology. The model is regarded as the analysis frame of the competence of CKM. Then the evaluation system of the competence of customer knowledge management is described. The first class indexs of forming the competence of customer knowledge management are customer knowledge acquisition abilities, efficiencies of customer knowledge sharing, customer knowledge application ability, the level of customer knowledge innovation, the attention degree of the senior, support abilities of organization, the support ability of the manpower capital, the level of the information technology. The first four pieces of indexes reflect the efficiencies of customer knowledge management process, last four pieces of indexes reflect support abilities of organization. At last, the constructive suggestion for improving competence of CKM is brought forward.