مدل سنجش بلوغ مديريت ارتباط با مشتري (CRM) ( مطالعه موردي: سازمان هاي فناوري اطلاعات )

A MODEL FOR CRM MATURITY ASSESSMENT (CASE STUDY: IRANIAN IT FIRMS)

Implementing a Customer Relationship Management (CRM) Project has a high risk and uncertainty, so, this risk must be reduced by using planning to get its promised benefits. Therefore, existing and optimal positions must be determined to reduce the created gap between them through suitable investment. A maturity model can be used for identifying this gap and the way to a higher and more optimal position. In this paper, first, with an extended study of the literature, the CRM critical success factors were extracted and then analyzed using a factor analysis. The approved factors for assigning the levels of the maturity model, in regard to the CMMI model, were surveyed through another questionnaire that was distributed among given experts. Model variables were measured in an IT firm, based on the RADAR Logic of EFQM and, finally, the maturity level of the given firm determined.