CRM as customer satisfaction management aims at high customer satisfaction by offering customers a high quality of service and proximity. These objectives are often supported by knowledge management systems, in order to improve service quality and accelerate processes and problem solution. Detailed knowledge on customers is not, however, necessary, because customer satisfaction managent does not distinguish between individual customer. Rather, the measures implemented are applied to all customers equally.
For example, up selling or cross selling within the scope of campaign management facilitates the precise addressing of customer needs. Within sales management, a counselling methodology can guarantee the systematic discovery of customer needs and the offering of suitable products to improve the counselling quality. Furthermore, within service management, service level agreements (SLA) can be used to specify maximum response times. Another example is the offering of accommodating solutions to dissatisfied customers in the complaint management process. This requires employees to be sufficiently empowered to freely decide on concessions during a conversation with a customer. Knowledge management systems can be a means of systematic support for Customer Satisfaction Management, because they enable the swifter processing of customer inquiries. Customer Satisfaction Management therefore primarily covers the CRM delivery processes of the CRM architecture. The implemented measures are therefore mostly of an organizational nature. KM systems are primarily used for process support on the system level.
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