As the organization is targeted at the delivery of their products to the customers, it should create good relationships with the clients and receive their feedback. As a result, the performance of the organization can be improved and will lead to the attraction of customers in the future. On the other hand, if the organization fails to create a good relationship with clients, it will have various problems and lose customers (Tabanifar, 2012). Using knowledge management and supporting it with customer relationship management, can solve the main issues of the organization, and the client will constantly get improved products (Garrido-Moreno, Padilla-Meléndez, Águila-Obra, 2010).
Organizational Issues and Role of Knowledge Management to Solve These Issues
The first issue is that the managers cannot easily come to the agreement, which has a negative influence on their decision-making. They often find it difficult to decide what to do (whether it is good to improve the product or to create a new one, how to act to get customers’ attention, how to educate new workers). Customer relationship management can help the company to have an opportunity to improve its services and make the employees proactive. Moreover, the managers will follow a particular strategy and monitor the effectiveness of business operations. Knowledge management will deliver clear instructions for managers to know which decisions are successful, and which need improvement. In addition, customer relationship management will support the knowledge management system providing clear information (about success and failures) that should be shared among the workers. Knowledge management will provide the employees with the experience that will help the workers to improve their performance and make decision-making better (Tabanifar, 2012).
The second problem is that the company does not encourage continuous learning. The employees do not want to learn more and improve their knowledge about the working operations, the creation of new products, and their delivery. But the customer relationship management system allows the managers to gain the customers’ feedback. The managers will study this feedback to know if the clients are satisfied and what they would like to improve, and the workers can develop these comments to create a better plan of action for the future. As a result, this knowledge will assist the organization in finding out the sources of success and failures and in learning how to improve organizational processes in the future (Tabanifar, 2012).
Finally, the most important problem is the lack of changes in working operations and innovations. The managers do not encourage the employees because they are not motivated to develop and improve their performance. However, when getting the information about clients’ opinions about the products, the managers are likely to change their minds because new knowledge will allow the workers to understand how to change the products to increase the customers’ satisfaction. The employees will have shared knowledge and will use the best practices to produce new ideas. The workers will be encouraged to take part in the decision-making process and to share their views, which will bring more success to the company and attract more customers (Garrido-Moreno et al., 2010).
Role of Knowledge Management in the Organization
As knowledge management can solve the issues that the organization has, it is very important for the company. Knowledge management allows the employees to get feedback from the customers and use it to build successful strategies. It encourages the creation of the database that can be used by the workers to use to the best practices of the company and make useful decisions. Knowledge management also encourages workers to innovate and accept changes. Knowledge management improves the way the organization works and allows the employees to use their experience more effectively (Tabanifar, 2012).
If the organization implements customer relationship management, it will improve knowledge management greatly. In this way, the workers of the company will agree to change and will improve their performance soon.
Garrido-Moreno, A., Padilla-Meléndez, A., Águila-Obra, A. (2010). Exploring the importance of knowledge management for CRM success. International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 4(6): 629-633.
Tabanifar, S. (2012). Analysis of relationship between knowledge management and customer relationship management with customer knowledge management. International Journal of Academic Research in Business and Social Sciences, 2(10), 65-77.