客户知识管理能力：关键要素识别、测评与提升策略
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摘要
随着全球经济一体化的加快和信息网络技术的迅猛发展,世界进入了一个全新的时代,人类的信息管理活动随之进入了知识管理时代。客户知识管理是随着信息技术、知识管理和客户关系管理的不断发展而出现的一个新的管理课题。客户知识管理是企业面对众多机遇和挑战的战略性手段,研究如何有效获取、共享、创新和运用客户知识来优化企业价值链和满足客户个性化需求,从而充分发挥客户知识的杠杆作用和最大效率地利用企业其它资源。根据一些专家学者的研究,企业客户管理活动是否有效,取决于企业的客户知识管理能力,因此,对客户知识管理能力的研究具有重要的理论意义和现实意义。
关于客户知识管理能力的研究是一个崭新的研究课题,目前所见的研究成果较少,尚没有形成比较统一的认识,缺乏对客户知识管理能力的系统的、深入的研究。鉴于此,本文按照“明晰基本概念—构建分析模型—识别能力要素—测评能力—给出提升策略”的总体研究架构,对客户知识管理能力进行了较为系统的研究。本文的主要创新性研究工作如下：
(1)明晰和界定了客户知识管理能力的概念。客户知识管理能力是指企业从客户“拉取”知识进行管理决策与创新,和向客户“推送”知识辅助客户进行判断和决策,实现客户满意和客户保持,从而形成竞争优势的知识和技能的集合。在客户知识管理能力概念中,明确了客户知识管理是一个企业与客户的双向的交互过程,其根本目的是支持决策与实现产品、服务与流程创新。本文提出的客户知识管理能力概念为进行相关理论研究奠定了基础,并能够清晰的指导企业客户知识管理实践。
(2)识别了客户知识管理能力的关键要素。在文献综述的基础上,首先确定了客户知识管理能力的要素,然后通过专家调查法,筛选出了关键的能力要素。研究结论对于分析和确定客户知识管理能力的产生和形成具有重要的理论价值,并为客户知识管理能力的测评和提升提供了指标体系和策略方向。
(3)提出了客户知识管理能力分析的矩阵模型。基于客户知识管理能力的关键要素分析,得出企业的客户知识管理能力取决于技术能力和非技术能力两个维度。技术能力是企业利用信息技术获取、存储、转移和应用客户知识的能力,属于“硬”能力；非技术能力是企业面向客户知识管理的制度安排、激励机制及文化方面,属于“软”能力。基于技术能力和非技术能力维度,构建了客户知识管理能力分析的矩阵模型,该模型的提出为客户知识管理能力测评提供了重要的理论依据。
(4)提出了客户知识管理能力的测评方法。在构建客户知识管理能力的测评指标体系的基础上,给出了一种符合问题要求和特点的模糊语言测评方法。方法中使用了近年来发展的二元语义信息处理方法,使得测评结果可以对应到初始的语言集,便于对测评结果的识别和分析。
(5)给出了客户知识管理能力的提升策略。基于客户知识管理能力的测评结果,通过矩阵模型的判断和分析,给出了测评结果位于矩阵模型不同象限的针对性改进策略。从而为企业客户知识管理能力提升和演进提供了系统的方案。
Because of increasing economic globalization and rapid development of information network technology, the world has entered a new era, human activities of information management entered the era of knowledge management. Customer Knowledge Management (CKM) is a new topic of management that emerges along with continuous development of the information technology, Knowledge Management (KM) and Customer Relationship Management (CRM).CKM is the strategic reflection of the numerous opportunities and challenge that the enterprises are facing. It studies on how to gain, share, innovate and optimize the enterprise's value chain using customer knowledge effectively and meet customer demand for personalization customization, and then to display the leverage function of customer knowledge and the maximize efficiency of other resources of enterprise fully. According to existing research, whether customer management is effective or not depends on Customer Knowledge Management Capability (CKMC). Therefore, CKMC studies have great theoretical significance and practical value.
Nevertheless, until now CKMC is a new research subject, and the studies on it is few, and it still has not formed a quite unified understanding, and lacking systemic and thorough research. In the view of this phenomenon, according to the overall structure "clarify the basic concept—construct analysis model—identify elements of capability—evaluate capability size—give the promotion strategy", this article has conducted a systematic study on CKMC. The main innovative work of this article is as follows:
(1) Firstly, the concept of knowledge management capability is elicited and defined. CKMC means that the enterprise "pull" the knowledge to give management decision-making and innovation from the customer, and "push" knowledge to assiste customers to purchase the level of decision-making. In the concept it has defined customer knowledge management is a bilateral interactive process between the enterprise and the customer, the primary purpose of it is to support the decision-making and implement products, services and process innovation. The concept proposed by this article laid the foundation for reltaed theoretical research, and could provide clear instructions to enterprise CKM practices.
(2) Secondly, the key factors of CKMC are identified. Based on the literature review, first determined the factors of knowledge management capability, and then selected a key factor of the capacity through expert investigation. The conclusion of the study has important theoretical value for analyzing and identifying of CKMC, and it has provided the index system and strategic direction to evaluate and promote CKMC.
(3) Thirdly, a matrix model for analyzing CKMC is presented. Based on the key factor analysis, CKMC of enterprise depends on two dimensions that are technical capability and non-technical capability. The technical dimension belongs to "hard" capability, it is that the enterprise uses information technology to acquire, store, transfer and apply customer knowledge. Non-technical capability contains institutional arrangements, incentive mechanisms and cultural aspect of enterprise CKM, it belongs to "soft" capability. The matrix analysis model of CKMC based on the technical capability and the non-technical capability dimension has constructed, and the model provided an important basis for the evaluation of CKMC.
(4) Fourthly, a method for measuring CKMC is proposed. A fuzzy linguistic evaluation method meets the requirement and characteristic of the problem is given based on the evaluation index system of CKMC. The fuzzy 2-tuple linguistic representation model that developed recently is used, so that the results of evaluation can be corresponded to the initial language sets, and convenient for the recognition and analysis of it.
(5) Finally, strategies for promoting CKMC are presented. Based on the evaluation result of CKMC, the improvement strategies with regard to the relsults located in different quadrant of the matrix model are proposed. That provided systemic plan for promoting and evolving the enterprise CKMC.
关于客户知识管理能力的研究是一个崭新的研究课题,目前所见的研究成果较少,尚没有形成比较统一的认识,缺乏对客户知识管理能力的系统的、深入的研究。鉴于此,本文按照“明晰基本概念—构建分析模型—识别能力要素—测评能力—给出提升策略”的总体研究架构,对客户知识管理能力进行了较为系统的研究。本文的主要创新性研究工作如下：
(1)明晰和界定了客户知识管理能力的概念。客户知识管理能力是指企业从客户“拉取”知识进行管理决策与创新,和向客户“推送”知识辅助客户进行判断和决策,实现客户满意和客户保持,从而形成竞争优势的知识和技能的集合。在客户知识管理能力概念中,明确了客户知识管理是一个企业与客户的双向的交互过程,其根本目的是支持决策与实现产品、服务与流程创新。本文提出的客户知识管理能力概念为进行相关理论研究奠定了基础,并能够清晰的指导企业客户知识管理实践。
(2)识别了客户知识管理能力的关键要素。在文献综述的基础上,首先确定了客户知识管理能力的要素,然后通过专家调查法,筛选出了关键的能力要素。研究结论对于分析和确定客户知识管理能力的产生和形成具有重要的理论价值,并为客户知识管理能力的测评和提升提供了指标体系和策略方向。
(3)提出了客户知识管理能力分析的矩阵模型。基于客户知识管理能力的关键要素分析,得出企业的客户知识管理能力取决于技术能力和非技术能力两个维度。技术能力是企业利用信息技术获取、存储、转移和应用客户知识的能力,属于“硬”能力；非技术能力是企业面向客户知识管理的制度安排、激励机制及文化方面,属于“软”能力。基于技术能力和非技术能力维度,构建了客户知识管理能力分析的矩阵模型,该模型的提出为客户知识管理能力测评提供了重要的理论依据。
(4)提出了客户知识管理能力的测评方法。在构建客户知识管理能力的测评指标体系的基础上,给出了一种符合问题要求和特点的模糊语言测评方法。方法中使用了近年来发展的二元语义信息处理方法,使得测评结果可以对应到初始的语言集,便于对测评结果的识别和分析。
(5)给出了客户知识管理能力的提升策略。基于客户知识管理能力的测评结果,通过矩阵模型的判断和分析,给出了测评结果位于矩阵模型不同象限的针对性改进策略。从而为企业客户知识管理能力提升和演进提供了系统的方案。
Because of increasing economic globalization and rapid development of information network technology, the world has entered a new era, human activities of information management entered the era of knowledge management. Customer Knowledge Management (CKM) is a new topic of management that emerges along with continuous development of the information technology, Knowledge Management (KM) and Customer Relationship Management (CRM).CKM is the strategic reflection of the numerous opportunities and challenge that the enterprises are facing. It studies on how to gain, share, innovate and optimize the enterprise's value chain using customer knowledge effectively and meet customer demand for personalization customization, and then to display the leverage function of customer knowledge and the maximize efficiency of other resources of enterprise fully. According to existing research, whether customer management is effective or not depends on Customer Knowledge Management Capability (CKMC). Therefore, CKMC studies have great theoretical significance and practical value.
Nevertheless, until now CKMC is a new research subject, and the studies on it is few, and it still has not formed a quite unified understanding, and lacking systemic and thorough research. In the view of this phenomenon, according to the overall structure "clarify the basic concept—construct analysis model—identify elements of capability—evaluate capability size—give the promotion strategy", this article has conducted a systematic study on CKMC. The main innovative work of this article is as follows:
(1) Firstly, the concept of knowledge management capability is elicited and defined. CKMC means that the enterprise "pull" the knowledge to give management decision-making and innovation from the customer, and "push" knowledge to assiste customers to purchase the level of decision-making. In the concept it has defined customer knowledge management is a bilateral interactive process between the enterprise and the customer, the primary purpose of it is to support the decision-making and implement products, services and process innovation. The concept proposed by this article laid the foundation for reltaed theoretical research, and could provide clear instructions to enterprise CKM practices.
(2) Secondly, the key factors of CKMC are identified. Based on the literature review, first determined the factors of knowledge management capability, and then selected a key factor of the capacity through expert investigation. The conclusion of the study has important theoretical value for analyzing and identifying of CKMC, and it has provided the index system and strategic direction to evaluate and promote CKMC.
(3) Thirdly, a matrix model for analyzing CKMC is presented. Based on the key factor analysis, CKMC of enterprise depends on two dimensions that are technical capability and non-technical capability. The technical dimension belongs to "hard" capability, it is that the enterprise uses information technology to acquire, store, transfer and apply customer knowledge. Non-technical capability contains institutional arrangements, incentive mechanisms and cultural aspect of enterprise CKM, it belongs to "soft" capability. The matrix analysis model of CKMC based on the technical capability and the non-technical capability dimension has constructed, and the model provided an important basis for the evaluation of CKMC.
(4) Fourthly, a method for measuring CKMC is proposed. A fuzzy linguistic evaluation method meets the requirement and characteristic of the problem is given based on the evaluation index system of CKMC. The fuzzy 2-tuple linguistic representation model that developed recently is used, so that the results of evaluation can be corresponded to the initial language sets, and convenient for the recognition and analysis of it.
(5) Finally, strategies for promoting CKMC are presented. Based on the evaluation result of CKMC, the improvement strategies with regard to the relsults located in different quadrant of the matrix model are proposed. That provided systemic plan for promoting and evolving the enterprise CKMC.
引文
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