Customer Relationship Management Research Based On Implicit Knowledge

In the era of knowledge economy, knowledge resources become the only resources of enterprises’competitiveness, KM has gradually become the focus of management research. Knowledge management,compare with the explicit knowledge, tacit knowledge play a more important role in the process of training competitiveness of enterprises and because of it implicit features, the transfer, sharing process of tacit knowledge is very difficult.How to combine knowledge management ideas and tools with the enterprise business process become the focus of knowledge management application research.Customer relationship management, as a company strategy that focuse on customer, is one of the main sources about the enterprise sustainable competitive power. CRM as a knowledge-intensive business functions is also the focus of academic research just like knowledge management.However, in process of the enterprise CRM applications, there were more fail than success.After investigation, the problem is that their is lack of customer knowledge exchange between the enterprise and the customer and between various departments in enterprise especially tacit knowledge exchange, so enterprises can not both correctly comprehensive understand and meet customer demand,and maintain good customer relationships.How to apply knowledge management theory and technology to improve the effect of customer relationship management, is what the scholars kept researching to.However,in the process of knowledge-based customer relationship management application research, scholars often focus on technology management and application of explicit knowledge. Well,the research of the tacit knowledge in customer relationship management mostly focuse on corporate culture、 incentive system。 There is barely research in the application of information technology on the tacit knowledge management. as Internet entry into the WEB2.0era, with the help of network technology application innovation make it possible of the tacit knowledge to share. Especially the virtual community application technology is gradually perfect. Tacit knowledge sharing between enterprise-. customer and employees in CRM business process is becoming more and more feasible.In this paper, after a detail study connotation and features about CRM and tacit knowled, from the customer relationship management in the process of tacit knowledge management point of view, analysis of the CRM knowledge flow and accordingly found CRM in tacit knowledge management process exists the question, finally from the present popular IT technology application point of view, CRM is presented. Tacit knowledge management solutions, using IT technology to promote CRM tacit knowledge management.There are four parts of the main content,in my paper, to explain tacit knowledge management based the customer relationship management activities.In the first part of this thesis, first, I analyses the concept of tacit knowledge the from both domestic and foreign scholars and Summary the definition and characteristics of tacit knowledge. Combined with characteristics of the tacit knowledge,Ⅰ expounds how importance the tacit knowledge is to CRM about understanding customers, maintaining the competitiveness. Finally, after the analysis of research theory about the mechanism of tacit knowledge transfer, I points out that the tacit knowledge can be applied from two direction-socialization, externalization. The two direction has guiding significance on tacit knowledge management of CRM.In the second part, through the analysis of the general model about CRM, I points out the knowledge and its Carrier in the process of CRM.finally combined with knowledge management theory, I build CRM knowledge flow model myself.In the third part,On the basis of first two parts, this article, from the misunderstanding and lack of management two aspects, to the CRM of tacit knowledge management puts forward several main problems. The misunderstanding of mainly includes two aspects:Thinking customer consumption decision is rational. Thinking customer knowledge exists only in customers. CRM in the management of tacit knowledge is insufficient problem performance as follow:there is a lack of emotion in communication between frontline-staffs and customers. there is a lack of interact directly between backstage-staff and customers. the way of tacit knowledge management in enterprises is not connected with each other.In the last part of this paper,it would put forward the solution that is used in the tacit knowledge management in the customer relationship managementwhich is realized by the establishment of a virtual community of customers, employees personal knowledge space, knowledge base, knowledge map, virtual communities of practiceand knowledge management technology means.And it will simply introduce other safeguard measures of tacit knowledge sharing from the point of view of corporate culture, knowledge management team, the evaluation index, rewards and penalties.