Knowledge management in eBusiness and customer relationship management: South African case study findings

摘要

Knowledge management is a prerequisite for eBusiness and its increasing customer centric focus. To operate in an eBusiness environment, an organisation has to have a good command of knowledge on its markets, customers, products and services, methods and processes, competitors, employee skills and its regulatory environment. This is due to the fact that organisations can, with the advent of eBusiness, do business electronically, seamlessly across the globe, via the Internet and via intranets, which has caused an explosion of the richness and reach of information and knowledge. Knowledge management systems are now essential to ensure that value is extracted from knowledge internal and external to the organisation. eBusiness also broadens an organisation's customer base due to the possibility of operating globally through electronic means. Customer relationship management in the global and digital economy has, therefore, forced organisations to rethink the ways in which they build relationships with a broadened customer base. The researcher is of the opinion that customer relationships cannot take place without knowledge management. To enable organisations to become more efficient and effective in delivering products and/or services to customers, thus creating customer delight, knowledge on customers will have to be managed to ensure that the services organisations provide are those that will address customer needs. Knowledge management is, therefore, an integral part of customer relationship management and eBusiness.