KNOWLEDGE MANAGEMENT (KM) Session # 42

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Presentation transcript:

KNOWLEDGE MANAGEMENT (KM) Session # 42

Knowledge Application Systems and CRM

Consumer Internal Business Channel Types of Customers

Customer information is the core of the info-structure Product Development Target Services Marketing Communications Distribution & Provision Costing Servicing Relations & Mktg. Channel Provisioning Channel Mgmt. Sales Planning & Mgmt. Customer Information Marketing Strategies Financial Analysis Financial Measurement Relationship Planning Risk Management External Channel Selection Productivity Management Risk Assessment Services Contribution Analysis Customer information is the core of the info-structure

Shipping Orders Inventory Receivables Orders Information Islands

Information Loops Management Partners & Suppliers Sales Production Marketing Information Loops

Tactical strategies for the CRM process Interact Connect Relate Know Tactical strategies for the CRM process

The CRM management process Learning Knowledge Discovery Analysis & Refinement Action Customer Interaction Market Planning The CRM management process

Knowledge Assets of the Firm KM in an Organization Taken as a Learning Laboratory Present Independent Problem Solving Integration of External Knowledge Integration of Internal Knowledge Knowledge Assets of the Firm External Internal Continuous Innovation/ Experimentation Future

Product-and Technology Level Combinations Technology A Technology B Product C Technology E Product B Technology C Technology D A) Product-oriented combinative capabilities B) Technology-oriented combinative capabilities Product-and Technology Level Combinations

Combinative Capacity and Techno-Market Insight Boundary Spanners Department / technology focused Personnel Knowledge Base 1 Knowledge Base 1 Knowledge Base 1 Knowledge Base 1 Knowledge Base 1 Knowledge Base 1 Knowledge Base 1 Knowledge Base 1 Organizational Boundaries Techno-Market Insight Combination Combination New Knowledge Base New Product Combinative Capacity and Techno-Market Insight

The Knowledge Cluster Organization. (Regular) Product and Technology Development Project R&D Project R&D Project R&D Project 1 Knowledge Cluster 5 Knowledge Cluster 6 Knowledge Cluster 1 Knowledge Cluster 3 Knowledge Cluster 2 Knowledge Cluster 4 Knowledge Cluster 7 Knowledge Cluster 2 Knowledge Cluster 8 2 Recombination Project Knowledge (Re-) Combination Projects The Knowledge Cluster Organization.

Knowledge Communities Community of Interest Community of Practice Issues-Driven Community Communities of Learning