A Study of Socio-Cultural Development of Organizations Relying on Redesigning Customer Relationship Management Model in Media Centers of Iranian Organizations (Case Study: Kargaran Welfare Bank)

Subject Areas : Journal of Iranian Social Development Studies

Kamran Kianimanesh ¹ , Aliakbar Farhangi ² , Seyed Jamaleddin Tabibi ³

1 - Department of Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Department of Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 - Department of Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

Received: 2020-11-13 Accepted : 2020-11-13 Published : 2020-10-22

Keywords: CRM, Organization, Media Centers, Communication Effectiveness, Contact or Customer,

Abstract :

The rapid advancement of information and communication technology in the past decades, the growing competition between organizations in attracting and retaining customers as the main source of competitive advantage in today's world has led to the emergence of a new concept called customer relationship management. This article, due to the introduction of new concepts such as customer reciprocity, consumer protection ... In the Iranian organizations, effective communication between the audience and the customer is trying to map the implementation of a customer relationship management system in Iranian organizations. To achieve this, after describing the concepts and expanding the topics related to customer relationship management, models and patterns have been considered in today's organizations, and the common components among them have been extracted in three areas of processes, technology and human issues. Through studies the necessity of implementing the review model and then studying the knowledge of the world today, the frameworks of implementation of customer relationship management in today's organizations were investigated and their elements were extracted. Considering the specific features of the Iranian environment, a framework was proposed, which was completely compared by reviewing the subject matter of the research. Adaptation the content and creative thinking were obtained. Through a case study at the Refugee Bank of Workers as an Iranian service organization, more information was gathered about the proposed framework.

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