Knowledge creation in a contact center’s customer relationship management system. : Implications from organizational user perspectives

This study explores the implications for knowledge creation of customer knowledge in a contact center’s CRM system. A previously developed research model which depicts CRM systems’ support to knowledge creation of customer knowledge was utilized for evaluation and comparison of collected data. Data was collected through observations semi-structured interviews with 14 customer service agents who utilized a CRM system in a contact center at a medium-sized European airline.Analysis of the data suggests that the CRM system’s support for knowledge creation of customer knowledge is in line with previous research. Additionally, the results indicate that there are two processes, knowledge base usage and internal communication processes, which have the potential to increase the CRM system’s support. Based on the reviewed literature, this study suggests that organizational culture and IT infrastructure, are two tools which could be utilized to incorporate those two processes better into the organization’s CRM system