Document Type : Research Paper
Authors
Abstract
As the power of the seller has shifted to the buyer today, organizations
are realizing that competing with cheaper, better or different products
is not sufficient, and competitive advantage cannot be achieved by
differentiating products alone, but through enhanced customer
relationship . At the same time, customers are experiencing low
switching costs and could easily redirect their loyalty from one
company to another.
In this research, for CRM assessment, a CRM score card consisting of
four parts (substructure, process, customer, and organization
performance) was utilized. After identifying the CRM assessment
factors, a questionnaire was applied to confirm the effectiveness of
each factor in CRM assessment of Iran Khodro Company (IKCO), to
be used in structured interviews with experts and managers; the
results indicated verification of these factors. In the subsequent step,
the present situation of IKCO in CRM implementation was evaluated
with regard to the identified factors. Finally gap analysis was
performed to identify the factors that created the gap between the
present and desired situation. Identification of effective factors in
CRM assessment, evaluation of the CRM present situation of IKCO,
and gap analysis, are the most important outputs of this research.
Keywords
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