Integration of Knowledge Management in E-CRM: A Collaborative Study

The paper aims to present a collaborative study on Electronic Customer Relationship Management (eCRM) and Knowledge Management (KM) within four dimensions; technology, knowledge, customer and business based on Resource-based View Theory (RBV). With comprehensive knowledge about customer, SMEs organisations with web presence can provide more customised products and services to individual customers. Hence, the proposition of this paper is the success of e-CRM performance can be improved by interweaving knowledge management concept. This approach is based on four models of CRM, eCRM and KM which are within four dimensions which are technology, knowledge, customer and business based on Resource-based View Theory (RBV). The study identified that CRM Development Stages Model and Balance Scorecard Perspective of eCRM Model provides better fit to the four resource dimensions which in turn can develop a KM-based eCRM model. This paper concludes that eCRM system designed to support KM must be linked closely to the ideas that within the domain of eCRM which can be decentralized and contextualized.This research had only focused exclusively on conceptual and models of past researches; a comprehensive user study, extensive performance and scalability testing is left for future work.A key contribution of this paper is the four models of CRM, eCRM and KM which are analyzed with the four dimensions i.e. technology, knowledge, customer and business based on Resource-based View Theory (RBV)