Bridging the Gap Between Software & Services: Building the Knowledge Behind CRM and Knowledge Management
By Livia Wilson, President, OutSights, Inc.

The heart of CRM and even KM isn’t in the software or services. The key is harnessing information and capabilities. That key lies in the people in an organization, and in their shared knowledge. In diverse, distributed organizations, getting at relevant knowledge at the moment it’s needed requires more than CRM, more than skills-based routing, and more than data warehousing. Knowledge is a medium of exchange that produces increasing returns – if managed through collaborative, systemic processes that help people interact effectively.