CRM as a Support for Knowledge Management and Customer Relationship

Silvana Toriani, Maria Terezinha Angeloni

Resumo


This paper aims to analyze the role of Customer Relationship Management (CRM) as a support for Knowledge Management (KM) and the Customer Relationship Strategy Definition in an Information Technology (IT) Company. This work is based on theories of KM, IT, and Relationship Marketing. Our survey uses a descriptive approach, in which data is gathered by means of content analysis of semi-structured interviews. The study results have shown us that the company implements an effective system for CRM, in which the system users transform data into information and knowledge in order to support decision-making and strategy definition.

Palavras-chave


Customer Relationship Management, Knowledge Management, Relationship Marketing, and Customer Relationship Strategy

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