Dealing with corporate knowledge is more important than ever for a company’s success today!
Intense competition and rising customer expectations require flawless customer service across all of a company’s channels – without losing customer data!
And to prevent just such a loss in your company, you and your employees need to be aware of the important role a CRM system plays in knowledge management!
The aim of knowledge management is the best possible handling of knowledge for the optimal execution of all strategic and operational activities of a company. Information about individual customers must therefore be collected across the company, archived and ultimately made accessible to all other employees. This is the only way for the company to achieve a uniform and constantly increasing level of knowledge among its employees. If this knowledge is ultimately used effectively for customer contact and support, significantly better work performance and higher sales can be guaranteed.
Knowledge management and CRM
While knowledge management focuses primarily on internal company activities, customer relationship management is all about the customer and their relationship with the company. However, in order to build a long-term relationship, knowledge about the customer must be successfully managed and used for target group-oriented service provision. This clearly shows that knowledge management is an integral part of a successful CRM system!
But collecting customer information alone is not enough!
After all, knowledge management goes far beyond the storage of customer data. Not only is knowledge about the customer itself important for a company, but also knowledge FOR and FROM the customer.
Knowledge about the customer
In order to respond better to customers and their needs, you clearly need to know the customer. Your employees should therefore be very familiar with the expectations, interests and previous purchasing behavior of individual customers.
Knowledge for the customer
For a customer to choose your product, they need sufficient information and convincing arguments in favor of your offer. Use your expert knowledge and provide your customers with relevant information on products, industry news, etc.
Knowledge from the customer
The knowledge and opinions of your customers are particularly important key factors. If they are used effectively, they can give your company a decisive competitive advantage. Future optimizations and new ideas for product developments can be optimally derived from your customers’ knowledge.
