Customer Relationship Management (CRM) implementation: A soft issue in knowledge management scenario

Nor Hapiza Mohd Ariffin, Abdul Razak Hamdan, Khairuddin Omar, Norjansalika Janom

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)

Abstract

Knowledge Management (KM) implementation is mainly linked to soft issues such as organizational culture and people. Recently, most organizations are struggling to effectively use KM tools and techniques. Previous study shows that there is a relationship between KM and Customer Relationship Management (CRM). KM, in particular, has been defined as the process of capturing the collective expertise and intelligence in an organization and using them to foster innovation through continued organizational learning whereas obtaining customer-related knowledge is specified as the means to attain CRM objectives. Since a major part of that expertise and intelligence refers to customers, it is concluded that CRM is strongly related to KM and especially to customer knowledge management. CRM is a combination of people, processes and technology that seeks to understand a company's customers. CRM has evolved from advances in information technology and organizational changes in customer centric processes. Managing a successful CRM implementation requires an integrated and balanced approach to technology, processes and people. This paper discuss about the implementation of CRM in Research and Development Centers of Public Universities in Malaysia. The purpose of this study is to investigate the current scenario of CRM implementation Research and Development Centers of Public Universities in Malaysia and what are their challenges in its implementation. This study has conducted the structured interview session with top management of eight public universities. Besides, a questionnaire was distributed to the R & D staffs in those eight public universities. Statistical analysis was carried out on data collected from 40 completed questionnaires. Descriptive analysis and correlation test has been performed to investigate the hypotheses. This study indicates that organization CRM knowledge has a relationship with organizational issues such as human, culture, financial and technology issues. Suggestions as to what future research should indicate are also made.

Original languageEnglish
Title of host publicationCHUSER 2012 - 2012 IEEE Colloquium on Humanities, Science and Engineering Research
Pages485-489
Number of pages5
DOIs
Publication statusPublished - 2012
Event2012 IEEE Colloquium on Humanities, Science and Engineering Research, CHUSER 2012 - Kota Kinabalu, Sabah
Duration: 3 Dec 20124 Dec 2012

Other

Other2012 IEEE Colloquium on Humanities, Science and Engineering Research, CHUSER 2012
CityKota Kinabalu, Sabah
Period3/12/124/12/12

Fingerprint

Scenarios
Knowledge Management
Public Universities
Questionnaire
Expertise
Malaysia
Organizational Culture
Innovation
Statistical Analysis
Descriptive
Staff
Organizational Change
Human Culture

Keywords

  • CRM Implementation
  • Customer Relationship Management
  • Knowledge Management
  • Public Universities

ASJC Scopus subject areas

  • Archaeology

Cite this

Ariffin, N. H. M., Hamdan, A. R., Omar, K., & Janom, N. (2012). Customer Relationship Management (CRM) implementation: A soft issue in knowledge management scenario. In CHUSER 2012 - 2012 IEEE Colloquium on Humanities, Science and Engineering Research (pp. 485-489). [6504363] https://doi.org/10.1109/CHUSER.2012.6504363

Customer Relationship Management (CRM) implementation : A soft issue in knowledge management scenario. / Ariffin, Nor Hapiza Mohd; Hamdan, Abdul Razak; Omar, Khairuddin; Janom, Norjansalika.

CHUSER 2012 - 2012 IEEE Colloquium on Humanities, Science and Engineering Research. 2012. p. 485-489 6504363.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Ariffin, NHM, Hamdan, AR, Omar, K & Janom, N 2012, Customer Relationship Management (CRM) implementation: A soft issue in knowledge management scenario. in CHUSER 2012 - 2012 IEEE Colloquium on Humanities, Science and Engineering Research., 6504363, pp. 485-489, 2012 IEEE Colloquium on Humanities, Science and Engineering Research, CHUSER 2012, Kota Kinabalu, Sabah, 3/12/12. https://doi.org/10.1109/CHUSER.2012.6504363
Ariffin NHM, Hamdan AR, Omar K, Janom N. Customer Relationship Management (CRM) implementation: A soft issue in knowledge management scenario. In CHUSER 2012 - 2012 IEEE Colloquium on Humanities, Science and Engineering Research. 2012. p. 485-489. 6504363 https://doi.org/10.1109/CHUSER.2012.6504363
Ariffin, Nor Hapiza Mohd ; Hamdan, Abdul Razak ; Omar, Khairuddin ; Janom, Norjansalika. / Customer Relationship Management (CRM) implementation : A soft issue in knowledge management scenario. CHUSER 2012 - 2012 IEEE Colloquium on Humanities, Science and Engineering Research. 2012. pp. 485-489
@inproceedings{e85f4e97d51b430cbe2a4c83ee973fb2,
title = "Customer Relationship Management (CRM) implementation: A soft issue in knowledge management scenario",
abstract = "Knowledge Management (KM) implementation is mainly linked to soft issues such as organizational culture and people. Recently, most organizations are struggling to effectively use KM tools and techniques. Previous study shows that there is a relationship between KM and Customer Relationship Management (CRM). KM, in particular, has been defined as the process of capturing the collective expertise and intelligence in an organization and using them to foster innovation through continued organizational learning whereas obtaining customer-related knowledge is specified as the means to attain CRM objectives. Since a major part of that expertise and intelligence refers to customers, it is concluded that CRM is strongly related to KM and especially to customer knowledge management. CRM is a combination of people, processes and technology that seeks to understand a company's customers. CRM has evolved from advances in information technology and organizational changes in customer centric processes. Managing a successful CRM implementation requires an integrated and balanced approach to technology, processes and people. This paper discuss about the implementation of CRM in Research and Development Centers of Public Universities in Malaysia. The purpose of this study is to investigate the current scenario of CRM implementation Research and Development Centers of Public Universities in Malaysia and what are their challenges in its implementation. This study has conducted the structured interview session with top management of eight public universities. Besides, a questionnaire was distributed to the R & D staffs in those eight public universities. Statistical analysis was carried out on data collected from 40 completed questionnaires. Descriptive analysis and correlation test has been performed to investigate the hypotheses. This study indicates that organization CRM knowledge has a relationship with organizational issues such as human, culture, financial and technology issues. Suggestions as to what future research should indicate are also made.",
keywords = "CRM Implementation, Customer Relationship Management, Knowledge Management, Public Universities",
author = "Ariffin, {Nor Hapiza Mohd} and Hamdan, {Abdul Razak} and Khairuddin Omar and Norjansalika Janom",
year = "2012",
doi = "10.1109/CHUSER.2012.6504363",
language = "English",
isbn = "9781467346153",
pages = "485--489",
booktitle = "CHUSER 2012 - 2012 IEEE Colloquium on Humanities, Science and Engineering Research",

}

TY - GEN

T1 - Customer Relationship Management (CRM) implementation

T2 - A soft issue in knowledge management scenario

AU - Ariffin, Nor Hapiza Mohd

AU - Hamdan, Abdul Razak

AU - Omar, Khairuddin

AU - Janom, Norjansalika

PY - 2012

Y1 - 2012

N2 - Knowledge Management (KM) implementation is mainly linked to soft issues such as organizational culture and people. Recently, most organizations are struggling to effectively use KM tools and techniques. Previous study shows that there is a relationship between KM and Customer Relationship Management (CRM). KM, in particular, has been defined as the process of capturing the collective expertise and intelligence in an organization and using them to foster innovation through continued organizational learning whereas obtaining customer-related knowledge is specified as the means to attain CRM objectives. Since a major part of that expertise and intelligence refers to customers, it is concluded that CRM is strongly related to KM and especially to customer knowledge management. CRM is a combination of people, processes and technology that seeks to understand a company's customers. CRM has evolved from advances in information technology and organizational changes in customer centric processes. Managing a successful CRM implementation requires an integrated and balanced approach to technology, processes and people. This paper discuss about the implementation of CRM in Research and Development Centers of Public Universities in Malaysia. The purpose of this study is to investigate the current scenario of CRM implementation Research and Development Centers of Public Universities in Malaysia and what are their challenges in its implementation. This study has conducted the structured interview session with top management of eight public universities. Besides, a questionnaire was distributed to the R & D staffs in those eight public universities. Statistical analysis was carried out on data collected from 40 completed questionnaires. Descriptive analysis and correlation test has been performed to investigate the hypotheses. This study indicates that organization CRM knowledge has a relationship with organizational issues such as human, culture, financial and technology issues. Suggestions as to what future research should indicate are also made.

AB - Knowledge Management (KM) implementation is mainly linked to soft issues such as organizational culture and people. Recently, most organizations are struggling to effectively use KM tools and techniques. Previous study shows that there is a relationship between KM and Customer Relationship Management (CRM). KM, in particular, has been defined as the process of capturing the collective expertise and intelligence in an organization and using them to foster innovation through continued organizational learning whereas obtaining customer-related knowledge is specified as the means to attain CRM objectives. Since a major part of that expertise and intelligence refers to customers, it is concluded that CRM is strongly related to KM and especially to customer knowledge management. CRM is a combination of people, processes and technology that seeks to understand a company's customers. CRM has evolved from advances in information technology and organizational changes in customer centric processes. Managing a successful CRM implementation requires an integrated and balanced approach to technology, processes and people. This paper discuss about the implementation of CRM in Research and Development Centers of Public Universities in Malaysia. The purpose of this study is to investigate the current scenario of CRM implementation Research and Development Centers of Public Universities in Malaysia and what are their challenges in its implementation. This study has conducted the structured interview session with top management of eight public universities. Besides, a questionnaire was distributed to the R & D staffs in those eight public universities. Statistical analysis was carried out on data collected from 40 completed questionnaires. Descriptive analysis and correlation test has been performed to investigate the hypotheses. This study indicates that organization CRM knowledge has a relationship with organizational issues such as human, culture, financial and technology issues. Suggestions as to what future research should indicate are also made.

KW - CRM Implementation

KW - Customer Relationship Management

KW - Knowledge Management

KW - Public Universities

UR - http://www.scopus.com/inward/record.url?scp=84877638597&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84877638597&partnerID=8YFLogxK

U2 - 10.1109/CHUSER.2012.6504363

DO - 10.1109/CHUSER.2012.6504363

M3 - Conference contribution

AN - SCOPUS:84877638597

SN - 9781467346153

SP - 485

EP - 489

BT - CHUSER 2012 - 2012 IEEE Colloquium on Humanities, Science and Engineering Research

ER -