Integration of CRM and QFD : A Novel Model for Engancing Customer Participation

Customer Relationship Management (CRM) implies building long-term relationship with customers and understanding their needs and responding through multiple products and services through multiple channels.Quality Function Deployment (QFD)is an advanced quality engineering system for translating custimer driven needs into approprate company requirement at each stage from research and product development to engineering and manufacturing to marketing /sales and distribution.In this paper , a novel model has been proposed for the integration of CRM and QFD. for this purpose , elements of CRM business cycle have been integrated with different phases in QFD. the proposed model has been further developed , based on customer participation in the design and delivery of products / services . as a major stage in CRM in three cases. customer provides a means of harnessing the power of the above innovations and advancements in order to empower customer need assessment , acquisition, develiopment , iquity leverage,retention and referrals , as well as prioritization of the features of products /services, processes and performance indicators , according to the voice of customers.

کلیدواژه ها:

CRM ، QFD ، Intergration ، Design ، Model ، Process ، Participation