Report: Knowledge Management Is Key to CRM Success
Knowledge management is expected to be a key component of successful customer relationship management, with more than two-thirds of all CRM projects incorporating such practices by 2005, according to Gartner projections released yesterday.However, Gartner analysts said knowledge management has been slow to develop in CRM processes, partly because there is still confusion about what it is and what it can do for CRM.
Gartner's report said that in 2003, most CRM products that claim to support knowledge management include mostly knowledge-based management. While these products improve internal productivity and even provide customer value in self-service environments, Gartner said they rarely offer the competitive process design or distinguished service capabilities that knowledge management offers.
