Saeedeh karimi; Jahanyar Bamdadsoofi; Peyman Meirab
Volume 20, Issue 61 , April 2010, , Pages 167-191
Abstract
As the power of the seller has shifted to the buyer today, organizationsare realizing that competing with cheaper, better or different productsis not sufficient, and competitive advantage cannot be achieved bydifferentiating products alone, but through enhanced customerrelationship . At the same time, ...
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As the power of the seller has shifted to the buyer today, organizationsare realizing that competing with cheaper, better or different productsis not sufficient, and competitive advantage cannot be achieved bydifferentiating products alone, but through enhanced customerrelationship . At the same time, customers are experiencing lowswitching costs and could easily redirect their loyalty from onecompany to another.In this research, for CRM assessment, a CRM score card consisting offour parts (substructure, process, customer, and organizationperformance) was utilized. After identifying the CRM assessmentfactors, a questionnaire was applied to confirm the effectiveness ofeach factor in CRM assessment of Iran Khodro Company (IKCO), tobe used in structured interviews with experts and managers; theresults indicated verification of these factors. In the subsequent step,the present situation of IKCO in CRM implementation was evaluatedwith regard to the identified factors. Finally gap analysis wasperformed to identify the factors that created the gap between thepresent and desired situation. Identification of effective factors inCRM assessment, evaluation of the CRM present situation of IKCO,and gap analysis, are the most important outputs of this research.
