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Making Knowledge Management Part of CRM
21 April 2003
 
James Lundy   Gareth Herschel  

Knowledge management and collaboration are critical for the long-term success of customer relationship management today, while many CRM processes (service, sales and marketing) rely on knowledge resources.






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How well do you know your customers and how well do they know your enterprise and the products and services that you offer? Knowledge management is playing an increased role in numerous aspects of a comprehensive customer relationship management (CRM) program.

There are so many areas where KM intersects CRM that we decided to produce a joint Spotlight to highlight many of these intersections and provide examples where it is working. In "The Case for Knowledge Management in CRM," Kathy Harris, Esteban Kolsky and James Lundy provide an overview of the Spotlight and introduce the research included in it. Make no mistake, those enterprises that include KM processes as part of their CRM initiatives have a higher probability of success than those that don't.

Gareth Herschel

Editor in Chief

Customer Relationship Management

spotlight.feedback@gartner.com

James Lundy

Editor in Chief

Knowledge & Content Mgmt., Collaboration & E-Learning

spotlight.feedback@gartner.com




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