Aligning customer knowledge management tools with business strategy

Customer knowledge management systems have become very strategic systems for firms' competitive advantage. This study aims to investigate the alignment of customer knowledge management tools with business strategies. The study significantly shows that customer knowledge transfer and application tools are essential for organisations regardless of their business strategy. Differentiation organisations, however, significantly utilise more customer knowledge acquisition and storage tools than others. Specifically, differentiation organisations utilise more non-information technologies tools for customer knowledge acquisition and more information technologies for customer knowledge storage than cost-leadership organisations. Additionally, the study revealed that there is no significant difference in the benefit of customer knowledge management solutions between these organisations.