CRM as a support for knowledge management and customer

• Autores: Silvana Toriani, Maria Terezinha Angeloni
• Localización: JISTEM - Journal of Information Systems and Technology Management, ISSN-e 1807-1775, Vol. 8, Nº. 1, 2011, págs. 87-108
• Idioma: inglés
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• Resumen

  • 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.