KNOWLEDGE MANAGEMENT MATURITY ASSESSMENT IN CARBONETHICS' CUSTOMER RELATIONSHIP MANAGEMENT

• Main Author: Sarica, Ayu
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67905
• Institution: Institut Teknologi Bandung

Knowledge management (KM) is an important factor in influencing customer relationship management (CRM) process so that a good relationship can be established between organization and its customers. Thus, repurchase rate and customer loyalty will also be increased. On the other hand, both KM and CRM are influenced by organization growth. Currently, CarbonEthics, a non-profit organization aims to decelerating climate change through education and blue carbon ecosystem conservation with their products, is facing a significantly less sales contribution from their Business to Customer (B2C) segment compared to their Business to Business (B2B) segment due to the low retention for their B2C customers. Therefore, this research aims to provide a solution for knowledge management implementation in the CRM process by considering organization growth stage, CRM process maturity level, and knowledge management maturity level. Method used in this research is qualitative by using interview and questionnaire for data collecting and thematic analysis to process the data. Triangulation was performed for validation purpose. In this research, organizational growth stages identification, CRM process identification and maturity measurement, and knowledge management maturity measurement were carried out. Then an evaluation was done to determine the solution. The result shows that CarbonEthics’ organization growth is in the expansion stage and currently they perform eleven CRM processes according to Lambert with two processes have the lowest maturity level, namely segment customers and prepare the account management team. The knowledge management maturity is also in the expansion stage with KM leadership and knowledge process category have the largest gap from the ideal condition. The evaluation of the three findings show that CarbonEthics needs a knowledge sharing system with an appreciation system in it, so that the organization can improve the maturity level of their KM leadership and knowledge process category, as well as the CRM process regarding the account management team. With the proposed solution, CarbonEthics is able to perform better and increase their B2C customer retention, and hence the B2C sales contribution will increase accordingly.