Decision on weak and strength points of CRM

摘要

Customer relationship management (CRM) has lots of advantages like improve of customer satisfaction rate, value creation for customers and increase of customer loyalty for businesses. Therefore, lots of companies have launched this system to reach its advantages. Many reports have issued recently by research institutes revealing high defeat rate of CRM projects that shows unsuccessfulness of many companies in reaching advantages of CRM implementation. This research aims to expand a CRM performance measuring framework to be able to determine weak and strength points of CRM and do essential reforms to improve the weak ones. Improvement of these weak points helps to decrease probability of CRM defeat. Thus, the evaluating framework first introduces factors effective on performance and then evaluates these factors via introducing a scoring system in further steps. The truthfulness of this framework has been investigated through a CRM performance measurement of an active governmental company.