Re-engineering the customer relationship: Leveraging knowledge assets at IBM

Anne P. Massey, Mitzi M. Montoya-Weiss, Kent Holcom

Research output: Contribution to journalArticlepeer-review

170 Scopus citations


A successful knowledge management strategy identifies a firm's key leverage points essential to achieve business results. These often reside in core business processes that may be re-engineered to capitalize on and expand organizational knowledge resources and capabilities. This case describes a 4-year initiative undertaken by IBM to re-engineer its customer relationship management process and capitalize on knowledge-based resources. The case illustrates the effective, integrated use of information technologies to improve the performance of both customers and IBM's human experts by providing knowledge access and availability, acquiring and assembling knowledge, and disseminating knowledge to those who need to apply it.

Original languageEnglish (US)
Pages (from-to)155-170
Number of pages16
JournalDecision Support Systems
Issue number2
StatePublished - Dec 2001


  • Customer relationship
  • Electronic channel
  • Information technology
  • Internet
  • Knowledge management

ASJC Scopus subject areas

  • Management Information Systems
  • Information Systems
  • Developmental and Educational Psychology
  • Arts and Humanities (miscellaneous)
  • Information Systems and Management


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