سال انتشار: ۱۳۹۱

محل انتشار: سومین همایش ملی مهندسی صنایع و سیستم

تعداد صفحات: ۵

نویسنده(ها):

Hojat Nabovati – Islamic Azad Universit Saveh Branch,Saveh,Iran

چکیده:

From a business process manager’s perspective both the CRM and KM approaches promise a positive impact on cost structures and revenue streams in return for the allocation of resources. This article focuses on how concepts of KM can be applied within the area of CRM. This approach enables companies to improve knowledge support of their customer oriented business processes, which in turn aims at improving the overall performance of the enterprise.The resulting Customer Knowledge Management process model as introduced by aims at integrating the two concepts of CRM and KM. We consider KM to be a toolset which cannot be applied independently of business processes. Thus we focus on the application within the area of CRM. Also this article aims to define the role of knowledge management in customer relationship management. It is critical for organizations to understand the role of knowledge management in customer relationship management to enable them to manage knowledge