Implementing Knowledge-Enabled CRM Strategy in a Large Company 257Copyright © 2005, Idea Group Inc. Copying or distributing in print or electronic forms without writtenKM Problems
The problem faced by GTCOM in creating a customer-centric business was that its
organizational structure was centered on multiple isolated silos or functions, which led
to fragmentation of KAC. Multiple silos represent multiple obstacles that undermine full
exploitation of enterprise-wide business knowledge. A silo or stovepipe structure is a
function-based form of organization, supported with islands of data, which does not
promote communication across departments or units. Information on customer demo-
graphics and usage behavior, for instance, were scattered among numerous databases,
which forced users to query multiple systems when an answer to a simple query was
required or when making a simple analysis or decision related to customers.
KAC-related challenges that face GTCOM are as follows:
- Current ICT systems are unable to create complex KAC required by the business
decision makers for facing fierce competition; - Increasing demand for multidimensional customer view;
- Diverse data sources and platforms, that is, Windows, LINUX. UNIX, impeding
customer data management.
Directions Needed
There is a need for GTCOM to fill a gap between what it thinks customers want and
will put up with, compared to what customers really want and will go to its competitors
for. Management of KAC requires effective capture of customer information, conversion
of information into useful relationships, and efficient dissemination of knowledge to the
places within the organization that need it most for decision making. Management of KAC
requires the usage of processes and tools that build and distribute that knowledge.
This requires implementation of an enterprise-wide solution that relies on a single
comprehensive data repository, namely, Electronic Data Warehouse (EDW), utilized by
multichannel customer service contact/delivery points in order to achieve true enterprise
data integration. The EDW is a comprehensive resolution of customer service issues over
any and all channels, and a single customer view across the entire enterprise containing
all information about the customer, their transactions, and the data they are likely to
require during those transactions.
Successful management of a single customer view requires formulation of compre-
hensive KCRM strategy that translates GTCOM’s mission and vision into a long-term
customer-centric course of action. The objective of the desired KCRM initiative is to
capture and organize comprehensive KAC, allow it to be shared and discussed, and to
build customer relationships now and over the longer term. A comprehensive KCRM may
entail the following components:
- Identification of business/units requirements
- Readiness assessment (manpower, technology, finance, etc.)
- ICT infrastructure upgrade
- Implementation of knowledge-based technology solution
- Organizational transformation
- Cultural change
- Measurement and evaluation of performance metrics
- Change management