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