Prioritizing Investment in CRM Resources to Improve Performance: An Empirical Investigation

Much evidence shows the growing interest towards customer relationship management (CRM). However, with the knowledge of many CRM failures, companies are trying to get the most out of their CRM investments. Many companies now know that CRM is not just a technology and is consisted of different resources. So, it is important to prioritize CRM resources based on their effect on improving organizational performance. In fact, it will be interesting for companies to know the best approach in assigning their budget to CRM resources. This paper, with the data from 77 Internet Service Providers in Iran, proposes an intelligent method for prioritizing CRM resources based on their effect on companiespsila performance. An important capability of this method is that it can offer a customized solution to each company.