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

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.