Customer Relationship Management as enabler for relationship-specific knowledge sharing in B2B-services companies
2013 (English)In: Proceedings of the 22nd Nordic Academy of Management Conference (NFF), Reykjavik, Island, August 21-23, 2013., 2013, , 218 p.Conference paper, Abstract (Other academic)
In contemporary marketing research, Customer Relationship Management (CRM) is often described as a strategy for collecting customer information using modern technology. Hence, a majority of studies in the area mainly focus on IT-infrastructure and implementation related issues, and rarely address difficulties connected to processes of knowledge creation and knowledge sharing – both on a formal and informal level. While earlier studies have recognized the importance of people-driven processes and dynamic capabilities, there is still lack of knowledge on how organizations use CRM in practice for knowledge sharing and knowledge generation. Acknowledging this gap, this study aims to increase the understanding on how B2B-services companies use CRM to develop relationship-specific knowledge about existing customers by adopting a practice perspective. The empirical basis is a case study consisting of observations of 20 meetings and interviews with 18 members of key account teams in one large Swedish auditing and accounting firm. The results show that dialogical, reflective communication has to complement the information stored in the CRM-database in order to generate relationship-specific knowledge, especially in the context of B2B services characterized by highly complex customer relationships. Managers have to consider the variety of knowledge shared on different levels, both formal and informal, when evaluating, and making decisions about, the level of knowledge of existing customer relationships. The paper concludes that the CRM-literature has to be re-examined to further incorporate discussions regarding knowledge sharing to target a deeper, as well as a more holistic, understanding of managing customer relationships.
Place, publisher, year, edition, pages
2013. , 218 p.
IdentifiersURN: urn:nbn:se:umu:diva-79690OAI: oai:DiVA.org:umu-79690DiVA: diva2:643956
the 22nd Nordic Academy of Management Conference (NFF), Reykjavik, Island, August 21-23, 2013