Paper info

Achieving Customer Knowledge Competence: Managing Customer Relationship Management Programs Strategically

Alexandra Campbell

The paper was published at the 17th IMP-conference in Oslo, Norway in 2001.

One of the major challenges faced by contemporary organizations is the development ofinternal processes to assist organization-wide learning about a firm's customer base. Whileincreasingly demanding customers have prompted many firms to implement customerrelationship management programs, little is known about whether and how such programs helpfirms achieve customer knowledge competencies to create strategic advantages. This researchproposes a conceptual framework to provide guidance to firms about how to manage theircustomer relationship management programs to achieve strategic benefits. This framework isthen validated based on a series of seven case studies with Canadian firms which haveimplemented customer relationship programs.