Once a rich relationship has been established between the
organization and its customers (as well as suppliers), the knowledge
generated during such relationship can be captured, organized, shared
and used internally in decision-making. In this manner, the way in which
the organization fits in to the value chain is greatly enhanced, thus giving it
competitive advantage. In other words, customer relationship management
systems contribute to the smooth operation of customer service processes
and contribute to the creation of a culture that values knowledge sharing.
Through customer feedback on a range of subjects, including customer
preferences, product requirements, marketing strategy and competitors,
new knowledge is generated, thus contributing to the attainment of the
organization’s overall objectives.
Once a rich relationship has been established between the
organization and its customers (as well as suppliers), the knowledge
generated during such relationship can be captured, organized, shared
and used internally in decision-making. In this manner, the way in which
the organization fits in to the value chain is greatly enhanced, thus giving it
competitive advantage. In other words, customer relationship management
systems contribute to the smooth operation of customer service processes
and contribute to the creation of a culture that values knowledge sharing.
Through customer feedback on a range of subjects, including customer
preferences, product requirements, marketing strategy and competitors,
new knowledge is generated, thus contributing to the attainment of the
organization’s overall objectives.
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