A Study on the Critical Success Factors in Customers Relationship Management (Case Study: Saman Insurance Company)

Subject Areas : Jounal of Marketing Management

N. Tazari ¹ , M. Bolourian Tehrani ²

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Received: 2013-08-25 Accepted : 2013-08-25 Published : 2012-10-22

Keywords: Customer Relationship Manageme, Focus on key customers, Organization, knowledge management, technology, insurance,

Abstract :

Nowadays in the competitive world of business, customers play a vital and important role in maintaining the position and also the survival of the companies. Customer relationship management (CRM) helps them to have an effective relation with their customers. This research tries to study critical successful factors (CSF) of CRM in insurance companies (Saman Insurance co. as a case study). This survey has been based on the problem that wants to reveal which factors are involved in CRM success in insurance markets and furthermore according to the declared factors what are the strength and weakness points of Saman insurance co. in CRM implementation. After studying the theoretical principles and models, four-dimensional model has been selected. This model includes: focus on key customers, well developed organizing, knowledge management and technology utilization. 191 of staffs including Experts, managers and Vice –chancellors of Saman insurance co. offices in Tehran were statistical population and 128 of them have been selected with Cochran formula as sample size. The results show that, in regards of technology and knowledge management, Saman Insurance co. has an appropriate and convenient condition but in regards of key customers focus the company is not well developed. Well organizing has a medium condition across the rest of the factors. It seems, while the low performance of key customer focus can deeply affects the rest of the company attempt, authorities must give more attention to this factor.