Implementing Knowledge-Enabled CRM Strategy in a Large Company 259Copyright © 2005, Idea Group Inc. Copying or distributing in print or electronic forms without writtendesk, SMS news, call center staff; prices; communication; and branding. Once the VOC
knowledge is captured, it will be properly disseminated and reported to top-level
executives for management actions. GTCOM has got a project champion who is basically
a person who looks after the survey results, ensures there is an action plan, and ensures
that the action plan is implemented.
ICT
GTCOM undertook several ICT-based KM activities. It introduced a new module
called the Competency Dictionary or Performance Management Review module as part
of the human resource management system (HRMS). The module enables employees to
use their terminals to assess their competencies from their own point of view; then their
line managers assess them again. This knowledge map allows identifying the gap
between the required knowledge and the existing knowledge. The gap is used as a
knowledge repository to take HRM decisions related to promotion, transfer, rotation,
training, and recruitment. Finally an employee self-service allows access to completed
training in the last two years, application to loans, and other services.
Another initiative was project portals, where every project at the company opens
a session in the intranet and links the financial area, the project manager and all members
of the project. It allows sharing documents and exchanging e-mails. This initiative aimed
at creating a collaborative environment for sharing knowledge and work in progress.
Similarly, every department has a home page in the intranet to join members of the
department and to spread information such as procedures, templates, reports, and
folders.
Computer Supported Collaborative Work (CSCW) solutions such as intranets,
Lotus Notes, and document work flow systems were also utilized by GTCOM. The
intranet supported knowledge dissemination in various ways. Employees heavily use e-
mail and Lotus Notes for e-mail, calendar, contacts, and memos to organize meetings,
events, and deadlines. The Integrated Document Management System (IDMS) covers
document management and work flow and allows moving documents from one place to
another when there is a need for approval, for instance. It is still used only in purchasing
and in human resource management for performance appraisal review, but it is planned
for usage in other areas in the company.
The KCRM is a major technology-based KM program formally conducted at
GTCOM. It aims at understanding the “customers’ lifetime value,” and includes three
projects: the EDW, operational CRM, and analytical CRM projects. Details of the KCRM
strategy will be provided in the Case Description section.
Connection Between Overall KM Plan and CK Problems
Only two of the many KM activities, namely, the VOC and KCRM, formally
addressed KM problems. However, knowledge from customers obtained through the
VOC is not as valuable, comprehensive, and timely as KAC obtained from the KCRM.
Many advanced analytical features such as customer profiling, segmentation, one-to-
one selling, cross-selling, up-selling, campaign management, individual pricing, risk
analysis, sales prediction, loyalty analysis, and easy customization. In the words of one
manager, “It was not possible to bring about an integrated, one single view of the
customer by solely focusing on market research activities. The worry was certainly that
competitors will come and we certainly have to have competitive edge over competitors,