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Essential Guide to Knowledge Management, The: E-Business and CRM Applications

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Essential Guide to Knowledge Management, The: E-Business and CRM Applications

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Description

  • Copyright 2001
  • Pages: 352
  • Edition: 1st
  • Book
  • ISBN-10: 0-13-032000-5
  • ISBN-13: 978-0-13-032000-1

  • The no-nonsense guide for every decision-maker, manager, and e-business strategist
  • Beyond CRM! Knowledge-enabled Customer Relationship Management for e-business
  • A proven 7-step implementation roadmap
  • Aligning e-business strategies and technologies
  • Results-driven development and deployment
  • Team building, goal setting, and corporate culture
  • Real-world case studies: Lands' End, Gateway, and Dell

This is the no-nonsense, real-world briefing on knowledge management and customer relationship management for every business decision-maker and IT professional! In one easy-to-understand book, a leading KM consultants explains exactly how to benefit from knowledge-enabled, customer-centric CRM technologies-and offers a proven, 7-step roadmap for implementation!

  • How KM and CRM work-and how they impact existing processes and IT infrastructure
  • Using KM and CRM to leverage your strengths, maximize your employees' efforts, and deepen customer loyalty
  • The Customer Knowledge Value Chain: knowledge-based individualization, and long-term learning relationships
  • Aligning e-business strategy and technology choices: getting beyond "The Innovator's Dilemma"
  • Team-building and goal-setting for winning KM/CRM projects
  • Auditing your existing knowledge and customer relationship systems
  • Corporate culture: key changes you may need to make, and how to make them
  • Architectures, technology frameworks, platforms, and integration issues
  • Results-driven development and deployment techniques
  • Detailed metrics: evaluating your system and identifying key opportunities for improvement

The better you understand your customers' needs, the better you can serve them-and with today's breakthrough KM/CRM systems, you'll understand them better than ever before. Start leveraging KM/CRM for competitive advantage now—with The Essential Guide to Knowledge Management!

Sample Content

Downloadable Sample Chapter

Click here for a sample chapter for this book: 0130320005.pdf

Table of Contents

(NOTE: Chapters begin with In This Chapter and ends with summaries and Test Your Understanding.)

I. FUNDAMENTALS.

1. Introduction.

Knowledge Management, e-Business, and CRM. The New Economy's New Face.

How We Got Here: The Long-Winded Road. The New-New Imperatives.

2. Understanding E-Business, CRM, and KM.

The New Digital Landscape. Getting Down to e-Business. Customer Relationship Management. Knowledge Management. Knowledge-Enabled Customer Relationship Management. Test Your Understanding.

3. A Roadmap for Success.

The Knowledge-Enabled Customer Relationship Management Roadmap. Phase 1: Evaluation and Strategic Alignment. Phase II: Infrastructural Development and Deployment. Phase III: Leadership, Change Management, Measurement, and Refinement. Test Your Understanding. Part 1 Summary.

II. A ROADMAP FOR IMPLEMENTING KCRM.

4. Aligning Strategy and Technology Choices.

Getting Past the Innovator's Dilemma. The KCRM Strategic Framework. Analyzing the Business Environment. Understanding the Context. Strategic Technology.

5. Audit and Analysis.

Why Audit Customer Knowledge? Initiating the Audit. Reference Measures and Methodological Choices. The Audit Method. Documenting Customer Knowledge Assets. Using the Audit Results to Drive KCRM.

6. Building an Implementation Team.

Tasks and Expertise. Team Composition. Leadership. Risk Assessment and Common Pitfalls.

7. Blueprinting the Technology Infrastructure.

Design Challenges. The Customer Lifecycle. Customer Knowledge Management: Technology Framework. The KCRM Architecture. Integration. Long-Term Considerations.

8. Results-Driven Development and Deployment.

Hidden Costs and Other Surprises. An Overview of Big-Bang Systems Development Methods. Looking Beyond the Waterfall. Results Driven Incrementalism.

9. Leadership, Change Management, and Corporate Culture.

Leadership. Enhancing Corporate Culture. Change Management. Part 2 Summary.

10. Evaluation, Measurement, and Refinement.

Fundamental Metrics. Traditional Metrics. Basic KCRM Metrics. Comprehensive Metrics. Pitfalls. Part 3 Summary.

Glossary.
References.
Index.

Preface

Preface

In the digital economy, traditional thinking is proving its futility. Assumptions from the old economy that most of us are comfortable with do not carry over to the now-mainstream digital economy. The proof is in the mirror. MrWakeup.com calls my phone at 7 a.m. to wake me to a fresh cup of Starbucks.com coffee brewed in a coffee maker bought at Gevalia.com. As I munch on a bagel that WebGrocer.com delivered last night, I read the NewYorkTimes.com delivered every 10 minutes to my wireless hand-held purchased from OfficeDepot.com. I am still waiting for a new suit that I ordered from LandsEnd.com, but I know that FedEx.com will send me an e-mail as soon as the package is delivered at my door. After a shower and quick shave with a DrugStore.com-delivered razor, I pick the navy blazer that I got from Overstock.com, get dressed, and drive to the subway station. I can't help but notice the blooming flowers that my neighbor bought at Garden.com, and so religiously waters with his Web-based X10 pump controller. A short drive filled with PhoneFree.com commercials brings me to the subway station.

I swipe the MARTA smartcard that WebVan.com delivers on the last day of every month as I notice the gloomy look on the newspaper vendor's face. A train finally arrives as I step away from the LastMinuteTravel.com banner only to end up sitting right under a big AtlantaYardSale.com sign. Do I care? Not when I listed my old notebook PC on eBay just the night before. The only "e-free" part of my day—my train ride—was ruined last year when Palm Computing took the Web wireless.

As I begin to pull out the latest issue of Business Week that I ordered at magazineoutlet.com from my briefcase, I remember that I left my presentation Zip disk on my desk at home. I need not panic, because in just a few minutes I'll get into my iMac at home from my work PC through the Web. I continue browsing through my copy of Business Week and highlight a couple of interesting tidbits with my C*pen digital highlighter. As I step out of the train, I toss my magazine into the trash; I'll soon have all the highlighted material on my desktop PC as soon as I dock my highlighter. Thank God, I still write with a real Waterman fountain pen that I got from Ashford.com that uses real ink that I can always find at Onvia.com. The calendar in the hallway reminds me that Mother's Day is close. The card from Sparks.com must be in the mail.

As I step out of the station in downtown Atlanta, I remember that life was not this way a few years back. More daunting is the realization that all this is just the tip of the iceberg. Electronic commerce is hardly a whiff of the impending change of which e-business is a harbinger.

Whether by choice or lack thereof, we are all bearers of the Chinese curse-blessing, "May you live in interesting times." While the newspaper boy is among the many left far, far behind, the dot-com era is unstoppably altering the structure of our economy. This book is written for those who do not want to be left behind, and for those who are keen to understand how e-business success is defined by knowledge and relationship capital—the only meaningful assets in the digital economy. Because it is meant to explain the underlying ideas behind relationship management and e-business applications of knowledge management to nontechnologists, I assume no significant prior knowledge of e-business or knowledge management. For readers who might want to dig deeper into the technicalities of knowledge management, I'd suggest taking a look at excerpts and chapters from my previous knowledge management book (freely available at www.kmtoolkit.com). Think of this book as a continuing dialogue between us, and feel free to carry on the conversation with me at atiwana@acm.org.

Amrit Tiwana
Atlanta, Georgia

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