Making Knowledge Management Part of CRM 21 April 2003 Back To Customer Relationship Management Focus Area

	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.  Read more		James Lundy Editor in Chief Knowledge & Content Mgmt., Collaboration & E-Learning Gareth Herschel Research Director

			The Case for Knowledge Management in CRM 21 April 2003 Kathy Harris  Esteban Kolsky  James Lundy  Enterprises that mastered customer relationship management fundamentals are shifting attention to knowledge management and customer interactive learning, collaborative selling and problem resolution through communities.

	The Challenge of KM in CRM: Best Practices Can Help 17 April 2003 Kathy Harris  Knowledge management will introduce added complexity into customer relationship management. Overcome this challenge by understanding the nature of the complexity and applying proven practices to manage it.		The Value Proposition of KM in CRM 18 April 2003 Beth L. Eisenfeld  Kathy Harris  Esteban Kolsky  Integrating knowledge management into customer relationship management yields tangible and intangible benefits. Thorough analysis of the "value on investment" is needed to justify KM in CRM deployments.
	Marketing Resource Management: An Obvious Need for KM 18 April 2003 Claudio Marcus  Tight integration of knowledge management into marketing resource management processes and activities can hasten the adoption of MRM, increase its effective use and enhance the overall value of marketing assets.		KM for Field Sales Is a Critical CRM Enabler 18 April 2003 Dale Hagemeyer  Because field sales personnel are geographically dispersed and act as the primary point of customer contact, they need access to key information, insights and best practices. This knowledge management is fundamental to CRM.
	Get Closer to Your Customers With E-Learning 17 April 2003 James Lundy  Wendy S. Close  Waldir Arevolo De Azevedo Filho  By leveraging e-learning, enterprises can enhance the knowledge not only of customer-facing employees, but also of their partners and customers.		Case Study: Search Tool Improves Support Clarity, Speed 2 April 2003 Whit Andrews  Capital One sought to replace an outdated distributed help application with a search-faced intelligence tool. With its new information-retrieval application, it has reduced agent training time and customer "on hold" time.
	Openwave Builds Communities to Give Customers Answers 17 April 2003 Debra Logan  Esteban Kolsky  Kathy Harris  Openwave applied knowledge management technology to provide fast, flexible support for a demanding customer base of application developers. Response and issue resolution times were slashed, despite soaring call volumes.		Customer-Centric KM Succeeds at J.D. Edwards 18 April 2003 French Caldwell  J.D. Edwards' Knowledge Garden initiative demonstrates how to build and evolve a knowledge management program that enables greater value creation from customer-centric processes.
	Brazilian Firm Shows How KM Can Multiply CRM Results 21 April 2003 Waldir Arevolo De Azevedo Filho  Esteban Kolsky  Kathy Harris  Natura used knowledge management to address two conflicting objectives: creating multiple sales channels and learning more about customer needs. The customer relationship management effort also boosted productivity.