Customer Knowledge Management Competencies Role in the CRM Implementation Project

Abstract

The purpose of this research is to understand the way a CRM project implementation may contribute to the success of the project. The approach of Knowledge Management Strategic Alignment was used as a theoretical framework and a case study was realised for this end. The case study allowed exploring the role of customer knowledge competencies of the company in the CRM project implementation. Three types of customer knowledge competencies are required: customer knowledge acquisition skills, customer knowledge sharing skills and finally customer knowledge use skills.