The IUP Journal of Knowledge Management
A CRM Strategy for Integrating Customer Knowledge

Article Details
Pub. Date : Oct, 2018
Product Name : The IUP Journal of Knowledge Management
Product Type : Article
Product Code : IJKM11810
Author Name : Mario Barcelo-Valenzuela, Edlyn Hernandez-Rojas, Alonso Perez-Soltero and José Luis Ochoa-Hernández
Availability : YES
Subject/Domain : Management
Download Format : PDF Format
No. of Pages : 22



In recent years, customer knowledge has become a crucial element to meet customer demands; it represents essential information for the development of the company’s processes and provides competitive advantages that could create value for the client. This converts the customer into an active part of the company and reduces product setbacks or mistakes. This paper proposes a model that utilizes customer knowledge as well as the knowledge of the organization to recognize needs; it is based on a Customer Relationship Management (CRM) process. The model was implemented in a company dedicated to the machining of precision parts in northwestern Mexico; it identified which knowledge was necessary for each customer project and the preferred communication channel per customer; a CRM software was installed in the company which provided traceability of the work starting with the quotation. This paper demonstrates that the continuous use of a CRM strategy can improve communication, reduce rework and improve customer trust.


Understanding customer needs has become one of the main goals for organizations; communication plays an important role in maintaining customer loyalty and meeting the customer demands. Both in large corporations and Small and Medium Enterprises (SMEs), it is necessary to consider the customer as the principal element that has an influence over the process. Given that financial and human resources are scarce in SMEs, knowing the customer needs and requirements is of great relevance.


Knowledge Management Journal

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