Restructuring knowledge of organic customer profile within KM-CRM framework

This study describes the restructuring initiative to create knowledge about organic customer profile as well as to identify relevant knowledge in supporting company’s need to target customers who accept organic products within knowledge management and customer relationship Management (KM-CRM) framework. Searching for cross-case pattern toward three organic products companies was conducted to get insight on the topic. Challenges come from the tendency of all cases for being ‘product-centric’ rather than ‘customer-centric’ company as such the implementation of CRM is low. During restructuring activity, significant individual factors that influence consumer acceptance toward organic products resulted from quantitative study is incorporated into existing customer data of cases. As a result, a KM-CRM model for organic products acceptance is established based on three steps of action: customer data mining and analysis, creating knowledge about customer, and identification of relevant customer knowledge.