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Full Description
Knowledge Management (KM) and Customer Relationship Management (CRM) are crucial to leveraging your corporate strengths, deepening customer loyalty, and maximizing your employees' efforts. The Essential Guide to Knowledge Management: e-Business and CRM Applications offers managers and IT professionals a no-nonsense, up-to-the-minute briefing on these technologies -- and a step-by-step roadmap for implementation. Understand what KM and CRM seek to accomplish, how they do it, and how they impact both your existing processes and your existing IT infrastructure. Learn how to align your KM/CRM strategy with your technology choices; audit your existing knowledge and customer relationship systems; blueprint your technology infrastructure; and build a team that can implement KM/CRM successfully. Walk step-by-step through developing and implementing your KM/CRM system -- and making the changes in corporate culture needed to leverage it fully. Then, discover practical metrics for evaluating your system once it's in place, and identifying the optimal refinements. The Essential Guide to Knowledge Management also contains detailed case studies from leading KM/CRM implementers, including Lands' End, Gateway, and Dell.
Contents
(NOTE: Chapters begin with In This Chapter and ends with summaries and Test Your Understanding.) I. FUNDAMENTALS. 1. Introduction. Knowledge Management, e-Business, and CRM. The New Economy's New Face. How We Got Here: The Long-Winded Road. The New-New Imperatives. 2. Understanding E-Business, CRM, and KM. The New Digital Landscape. Getting Down to e-Business. Customer Relationship Management. Knowledge Management. Knowledge-Enabled Customer Relationship Management. Test Your Understanding. 3. A Roadmap for Success. The Knowledge-Enabled Customer Relationship Management Roadmap. Phase 1: Evaluation and Strategic Alignment. Phase II: Infrastructural Development and Deployment. Phase III: Leadership, Change Management, Measurement, and Refinement. Test Your Understanding. Part 1 Summary. II. A ROADMAP FOR IMPLEMENTING KCRM. 4. Aligning Strategy and Technology Choices. Getting Past the Innovator's Dilemma. The KCRM Strategic Framework. Analyzing the Business Environment. Understanding the Context. Strategic Technology. 5. Audit and Analysis. Why Audit Customer Knowledge? Initiating the Audit. Reference Measures and Methodological Choices. The Audit Method. Documenting Customer Knowledge Assets. Using the Audit Results to Drive KCRM. 6. Building an Implementation Team. Tasks and Expertise. Team Composition. Leadership. Risk Assessment and Common Pitfalls. 7. Blueprinting the Technology Infrastructure. Design Challenges. The Customer Lifecycle. Customer Knowledge Management: Technology Framework. The KCRM Architecture. Integration. Long-Term Considerations. 8. Results-Driven Development and Deployment. Hidden Costs and Other Surprises. An Overview of Big-Bang Systems Development Methods. Looking Beyond the Waterfall. Results Driven Incrementalism. 9. Leadership, Change Management, and Corporate Culture. Leadership. Enhancing Corporate Culture. Change Management. Part 2 Summary. 10. Evaluation, Measurement, and Refinement. Fundamental Metrics. Traditional Metrics. Basic KCRM Metrics. Comprehensive Metrics. Pitfalls. Part 3 Summary. Glossary. References. Index.
