A Decision Making Methodology for CRM Readiness Assessment

In today’s dynamic and unpredictable business environment, competitive market contributed to CRM development and investments in its strategies, tools and infrastructure. There are many successful CRM implementation and studies in this area, but some projects face failure in implementing CRM. Therefore, before implementing the CRM project, it is necessary to perform an assessment from organization. Hence, this study with identifying the assessment criteria tries to propose a practical framework for CRM readiness assessment using a Fuzzy Analytical network process (Fuzzy ANP) as a MCDM methodology. Finally, the proposed methodology is implemented to an actual case.

کلیدواژه ها:

Customer Relationship Management (CRM) ، Readiness assessment factors ، AnalyticalNetwork Process (ANP) ، Fuzzy sets