The Strategy Formulation for Customer Relationship Management System with Balance Score Card Approach (CRM SCORE CARD) in Sapco Company

Subject Areas : Jounal of Marketing Management

J. Haghighat Monfared ¹ , E. Saraeenia ²

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Received: 2013-09-01 Accepted : 2013-09-01 Published : 2011-04-21

Keywords: Customer Relationship Manageme, Critical Success Factor, Analytic Hierarchy Process, Balance Score Card, Strategy Formulation,

Abstract :

Today organizations focus on their customers to set and regulate their sale and marking strategies. Modern organizations try to present the best for their customers as the aim of customer relation management is to develop long-term and stable dependencies between the companies and their customers. The importance of this subject is better understood by considering   guidelines on customers’ satisfaction and customer relation management system strategies. One of the most important challenges to modern organizations is the implementation of   strategies which are regulated by thought and systematic methods. Organizations which have used performance evaluation system- particularly balanced score card- prove to be strategically successful.  It is believed that CRM’s score card is one of the strongest tools in collecting customer relation management system strategy. This card converts CRM plans to key factors which predict success of CRM. This research aimed at collecting data on customer relation management system strategy based on balanced score card as an organization concentrates on four approaches (financial, customer, domestic process and learning and growth). In this research after identifying mission , perspective and current strategies of organization , the strategic goals of customer relation management system were determined for each aspect of balanced score card. After conducting Extensive theoretical studies in order to recognize the key factors of success in customer relation management system and Screening them, next step was collecting performance key indices for each of mentioned factors which were then prioritized by AHP method and establishing balanced score card. Finally the formulating map for customer relationship management system strategy was determined for each one of success factors.