Although several Customer Relationship Management (CRM) evaluation frameworks have been developed in the past years, they are usually complex, oriented toward large organizations and from the firmâ€™s perspective only. This study proposes a CRM evaluation model which is simple for a small business to use and takes into account three different perspectives: the business, the staff and the customer. The need for this model arose when one of the co-authors had to evaluate and select a CRM system suitable for a small business. Also, although the evaluation will be done within the context of a specific business, this model and the multiple perspective approach can be used with minimum modifications as an evaluation and reference tool for other CRM decision-makers in small service businesses.Â
customer relationship management, CRM evaluation, AHP, CRM perspectives
Baran, R. J., & Galkla, R. J. (2017). Customer relationship management: the foundation of contemporary marketing strategy. New York: Routledge.
Colombo, E., & Francalanci, C. (2004). Selecting CRM packages based on architectural, functional, and cost requirements: Empirical validation of a hierarchical ranking model. Requirements Engineering, 9(3, 186-203. Doi:10.1007/s00766-003-0184-y
Chang, J., Yen, D. C., Young, D., & Yuan-Ku, C. (2015). Critical issues in CRM adoption and implementation. InderScience Online. International Journal of Services Technology and Management. 3(3), 311-324. Doi: http://dx.doi.org/10.1504/IJSTM.2002.001633
Friedrich, I., Breitner, M. H., & Sprenger, J. (2011). Discussion and validation of a CRM system selection approach with experts. AMCIS Proceedings.
Friedrich, I., Kosch, L., Breitner, MH. (2012). A practical test of a process model for customer relationship management system selection with an automotive supplier. ECIS 2012 Proceedings. Paper 21.â€¨
Ghavami, A., & Olyaei, A. (2006). The impact of CRM on customer retention. Lulea University Master Thesis.
Goldenberg, B. J. (2008). CRM In real time: Empowering customer relationships. New Jersy: Information Today Inc.
Jadhav, A. S., & Sonar, R. M. (2009). Evaluating and selecting software packages: A review. Information and Software Technology, 51(3), 555-563. Doi:10.1016/j.infsof.2008.09.003
Jain, J., & Bakul, R., (2013). Application of AHP tool for decision making of choice of technology for extraction of anti-cancer bioactive compounds of plant origin. International Journal of the Analytic Hierarchy Process, 5(1), 3-29. Doi: http://dx.doi.org/10.13033/ijahp.v5i1.153
Jones, P. (2013). A guide to selecting the best CRM solution for your small business. ERP Cloud News.
Kermati, A., & Shapouri, F. (2016). Multidimensional appraisal of customer relationship management: integrating balanced scorecard and multi criteria decision making approaches. Information Systems and e-Business Management, 14(2), 217-251. Doi:10.1007/s10257-015-0281-8
Kostojohn, S. (2011). Evaluating software and consultants. CRM Fundamentals, 65-92. Doi:10.1007/978-1-4302-3591-0_4
Lee, Y., Tang, N., & Sugumaran, V. (2014). Open source CRM software selection using the Analytical Hierarchy Process. Information Systems Management, 31(1), 2-20. Doi: http://dx.doi.org/10.1080/10580530.2013.854020
MilleniumIT (2017). Retrieved from http://www.millenniumit.com/what-we-do/systems-integration/our-business-areas/customer-relationship-management
Mikal (2017). Retrieved from http://www.mikal-salon-software.com
Min, H. (1992). Selection of software: the Analytic Hierarchy Process.
International Journal of Physical Distribution and Logistics Management, 22(1), 42-52
Mu, E. and Pereyra-Rojas, M. (2017). Practical decision making: An introduction to the Analytic Hierarchy Process using Super Decisions. Springer: N.Y.
Pedron, C. D., Picoto, W. N., Dhillon, G., & Caldeira, M. (2016). Value-focused objectives for CRM system adoption. Industrial Management & Data Systems,116(3), 526-545. Doi:10.1108/imds-01-2015-0018
Pollard, et al. (2006). Simplified Framework of CRM. Journal of Information Technology Case and Application Research, 8(2), 24-38. http://dx.doi.org/10.1080/15228053.2006.10856087
Rigby, D. K., Reichheld, F., & Dawson, C. (2003). Winning customer loyalty is the key to winning CRM strategy. Ivey Business Journal, 519, 2.
Saaty, T. L. and Mu, E. (1997). The Peruvian hostage crisis of 1996-1997: What should the government do? Socio-Economic Planning Sciences: The International Journal of Public Sector Decision-Making, 31 (3), 165-172. Doi: https://doi.org/10.1016/S0038-0121(97)00015-3
Saaty, T. L. and Ozdemir, M. S. (2005). The Encyclicon: A dictionary of decisions with dependence and feedback based on the Analytic Network Process. Pittsburgh, PA RWS Publications.
Saaty, T.L., & Peniwati, K. (2007). Group decision-making: Drawing out and reconciling differences. Pittsburgh, PA: RWS Publications.
Salon Iris (2017). Retrieved from https://www.saloniris.com
Super Decisions (2017). Retrieved from http://www.superdecisions.com
Copyright of all articles published in IJAHP is transferred to Creative Decisions Foundation (CDF). However, the author(s) reserve the following:
- All proprietary rights other than copyright, such as patent rights.
- The right to grant or refuse permission to third parties to republish all or part of the article or translations thereof. In case of whole articles, such third parties must obtain permission from CDF as well. However, CDF may grant rights with respect to journal issues as a whole.
- The right to use all or parts of this article in future works of their own, such as lectures, press releases, reviews, textbooks, or reprint books.
- The authors affirm that the article has been neither copyrighted nor published, that it is not being submitted for publication elsewhere, and that if the work is officially sponsored, it has been released for open publication.
The only exception to the statements in the paragraph above is the following: If an article published in IJAHP contains copyrighted material, such as a teaching case, as an appendix, then the copyright (and all commercial rights) of such material remains with the original copyright holder.
CDF will receive permission for publication of copyrighted material in IJAHP. This permission is not transferable to third parties. Permission to make electronic and paper copies of part or all of the articles, including all computer files that are linked to the articles, for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage.
This permission does not apply to previously copyrighted material, such as teaching cases. In paper copies of the article, the copyright notice and the title of the publication and its date should be visible. To copy otherwise is permitted provided that a per-copy fee is paid.
To republish, to post on servers, or redistribute to lists requires that you post a link to the IJAHP article, which is available in open access delivery mode. Do not upload the article itself.
Authors are permitted to present a talk, based on a paper submitted to or accepted by IJAHP, at a conference where the paper would not be published in a copyrighted publication either before or after the conference and where the author did not assign copyright to the conference or related publisher.