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The CRM Performance Measurement Process

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The CRM Performance Measurement Process
Int. J. Emerg. Sci., 2(1), 134-148, March 2012
ISSN: 2222-4254 © IJES

CRM Performance Measurement Process

Reza Allahyari Soeini, Behzad Jafari, Mohammadreza Abdollahzadeh
NOORETOUBA Virtual University, Tehran, Iran, NOORETOUBA Virtual University, ICT research center of IS, Iran, NOORETOUBA Virtual University, Tehran, Iran, jafaribehzad@aol.com Abstract. Customer Relationship Management (CRM) has become one of the tools to make competitive advantage in various businesses by the advantages it has made for companies. Despite of many advantages of implementing CRM such as cost decrease, satisfaction and retention and customer loyalty increase, high failure rate of CRM projects is one of the main obstacles of approaching expected results of this implementation. A CRM effectiveness measurement mechanism can increase the probability of CRM projects success by recognizing its weak and strength points. This research aims to present a clear image of CRM performance measurement process in a performance measurement framework. CRM performance measurement process includes three main steps as follows: "introducing CRM performance factors", "measuring effective factors on CRM performance mechanism" and "presenting a proposal to improve weak points of the system". One of Iranian governmental companies will be used as a case study to test the feasibility and usefulness of CRM performance through this framework. Keywords:Customer relationship management, performance measurement, effectiveness, effective factors on CRM performance

1 INTRODUCTION
Change in theory of a business market form product-oriented to customer-oriented with the aim of increasing the profit is one of the most important economical strategies at the present time. This strategy is known as Customer Relationship Management (CRM) [1].Approach to various advantages of implementing CRM would face a serious problem that is high failure rate of CRM projects. Many researches are performed by various
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