Knowledge based economy is described by factors such as increased competitiveness, technological innovation and the global nature of markets (Castells, 1998). In this society, companies should concentrate to knowledge when conducting its business as it becomes a significant factor to build a competitive advantage (Salmador & Bueno, 2007). In addition, knowledge is being measured as an important organizational resource (Alavi & Leidner, 2001). That is why KM is becoming a research preference by the academic community (Salmador & Bueno, 2007), and one of the areas that companies are allocating a greater share of spending for its implementation (Beijerse, 1999; Call, 2005). CRM literature emphasizes that companies find it more profitable to retain existing customers, by developing long-term relationships that meet their needs, than drawing new customers. These long-term relationships are based on customer knowledge and KM and CRM systems improving not only the organization’s capability to interact, and build personalized relationships with customers, but also the ability to increase their knowledge about them (Xu & Walton, 2005).
