Title: CRM performance measurement: the case of CTM

Authors: Behzad Jafari

Addresses: Department of Information Technology Engineering, NOORETOUBA Virtual University, P.O. Box 1417964591, Tehran, Iran

Abstract: Customer relationship management (CRM) has become one of the tools to make competitive advantage for various businesses through advantages it has for companies. Certain advantages such as cost decrease, customer satisfaction, loyalty and maintenance increase, are stimulants which encourage organisations to invest in CRM domain. On the other hand, statistics provided by various research institutions show that a large percent of CRM projects were not successful in reaching promised improvements and results. A performance measurement framework can give the opportunity for decision making to managers. The outcomes of an evaluating framework manifest the weak and strong points of the under studied system and through this the managers would be able to implement necessary measurements to improve these weak points more consciously. This article aims to make a quantitative image of CRM performance status by a CRM performance evaluating framework. CTM is a pseudonym for an Iranian company whose CRM performance status has been evaluated through the framework provided in this research.

Keywords: customer relationship management; CRM effectiveness; effective factors; CRM performance; performance measurement; critical success factors; CSF; importance level of factors; Iran.

DOI: 10.1504/IJEMR.2012.047590

International Journal of Electronic Marketing and Retailing, 2012 Vol.5 No.1, pp.1 - 18

Received: 15 Dec 2011
Accepted: 06 Feb 2012

Published online: 04 Jul 2012 *

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