Strategic integration of knowledge management and customer relationship management

Purpose – The purpose of this paper is to introduce the concept of strategic integration of knowledge management (KM ) and customer relationship management (CRM). The integration is a strategic issue that has strong ramifications in the long‐term competitiveness of organizations. It is not limited to CRM; the concept can also be applied to supply chain management (SCM), product development management (PDM), eterprise resource planning (ERP) and retail network management (RNM) that offer different perspectives into knowledge management adoption. Design/methodology/approach – Through literature review and establishing new perspectives with examples, the components of knowledge management, customer relationship management, and strategic planning are amalgamated. Findings – Findings include crucial details in the various components of knowledge management, customer relationship management, and strategic planning, i.e. strategic planning process, value formula, intellectual capital measure, different levels of CRM and their core competencies. Practical implications – Although the strategic integration of knowledge management and customer relationship management is highly conceptual, a case example has been provided where the concept is applied. The same concept could also be applied to other industries that focus on customer service. Originality/value – The concept of strategic integration of knowledge management and customer relationship management is new. There are other areas, yet to be explored in terms of additional integration such as SCM, PDM, ERP, and RNM. The concept of integration would be useful for future research as well as for KM and CRM practitioners.