Case Studies in Knowledge Management

Implementing Knowledge-Enabled CRM Strategy in a Large Company 263

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negative effects of the challenges facing organizations, reduce business complexity,
discover ways to leverage information for new sources of competitive advantage, realize
business opportunities, and enable quick response under conditions of uncertainty
(Love, 1996; Park, 1997).
GTCOM realized that it could not continue to run business the same traditional way
by using the same old ICT and the same old focus of a product-led business in a highly
competitive and turbulent business environment. The competitive nature of today’s
markets is driving the need for companies to identify and retain their profitable customers
as effectively as possible. GTCOM perceived the key to the achievement of this objective
was the usage of rich customer data, which could be sitting unused in a variety of
databases.

Figure 1. GTCOM’s knowledge-enabled CRM architecture^

Customer Touchpoints

Customer-Facing Departments

Front-Office Operational Systems

Back-Office Operational Systems

Enterprise

Data

Warehouse

Data Mart

BODS1 BODS2 BODS3

Enterprise

Application

Integration

(EAI)

Analytical Applications Business

Intelligence

Technology

Customer

Services^

Service

Walk-In

Stores

Phone Email IVR Fax Mail EC

Integrated

Customer

View

Service

Delivery

CRM FODS1 FODS2 FODS3 FODS4

BODS4 BODS5

Analytical CRM Project

Operational CRM Project

EDW Project

Marketing^ Sales^