Knowledge management in improving business process: an interpretative framework for successful implementation of AI–CRM–KM system in organizations
Business Process Management Journal
ISSN: 1463-7154
Article publication date: 23 March 2020
Issue publication date: 16 November 2020
Abstract
Purpose
The purpose of this paper is to identify the critical success factors (CSFs) for AI-integrated CRM system for better knowledge management (KM) in organizations to improve business process.
Design/methodology/approach
The factors critical for adoption of AI-integrated CRM system for efficient knowledge management are innumerable. The salient factors may be identified by several means. Methods like brainstorming and Delphi have been applied here. Sixteen CSFs have been identified. Then the interrelationship among these 16 factors, levels of their importance and the principal driving factors have been established by interpretative structural modelling (ISM) methodology.
Findings
The results show that out of 16 CSFs, leadership support, adequate fund and support of functional area leads are the most important CSFs for AI–CRM–KM integration.
Practical implications
The results show that support of top management is essential for successful adoption of AI-integrated CRM system for better knowledge management to improve the business process.
Originality/value
This paper has taken a novel attempt to identify CSFs for AI-integrated CRM adoption for efficient knowledge management system in organizations for improvement of business process and to establish interrelationship among those CSFs with the help of ISM methodology.
Keywords
Citation
Chatterjee, S., Ghosh, S.K. and Chaudhuri, R. (2020), "Knowledge management in improving business process: an interpretative framework for successful implementation of AI–CRM–KM system in organizations", Business Process Management Journal, Vol. 26 No. 6, pp. 1261-1281. https://doi.org/10.1108/BPMJ-05-2019-0183
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited