Document Type : Research Article (Original Article)
Authors
1
Assistant Professor, Faculty of Management and Industrial Engineering, Malek Ashtar University of Technology, Tehran, Iran.
2
MSc student of Industrial Engineering, Payame Noor University, Tehran, Iran.
3
PhD in Strategic Management, Supreme National Defense University, Tehran, Iran.
Abstract
This research reviews the key factors affecting the concept of Customer Relationship Management, and develops a comprehensive model for CRM deployment and evaluation. The related factors were grouped in 10 Criteria and the proposed framework was called IA-CRM, CRM Strategy, customer distinction, human resources, CRM processes management, interaction management, CRM information, CRM systems and infrastructures, are the enablers. The performance results of CRM, the perception results of CRM and CRM key results, comprise the results axis. The proposed framework has some more advantag. es and capabilities in comparison to the other similar methods including "the existence of three feedback mechanisms, development of criteria using "information technology enterprise architecture" capabilities, taking customer knowledge management into consideration in criteria interactions and in sub-criteria and guidelines definition". Using the proposed framework and RADAR logic, a service organization in power industry was assessed. Results suggested that CRM has not been taken into account as a strategic tool; therefore, CRM strategies and approaches of activities have not been codified properly.
Keywords
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