Developing customer relationship management (CRM) processes using standard frameworks and MCDM techniques

Organizations have found that functional approach to business destroys flexibility and agility by gaining experience over the time. The main weakness with Task-based organizations is that they can hardly act flexibly and adapt themselves to the changing environment. In today’s' dynamic and competitive business world, organizations focus significantly on managing and improving their business processes. Therefore, nowadays to be survived and successful, certainly, the process approach must be followed. In addition, organizations having such improvement and innovations are looking to create organizational wealth. In this regard, the present study is trying to identify and describe processes from reputable reference models in Customer Relationship Management (CRM) and more importantly to design and streamline CRM processes effectively for organizations in order to improve processes and offer value to customers. In this paper, first, by identifying and explaining CRM reference models, three models were selected based on five criteria (flexibility, Understandability, comprehensiveness, Completeness, and Usability) using Analytic Hierarchy Process (AHP) technique which is relative as follow: SAP, CCOR & PCF. Then, the processes of the three models were extracted and gathered in a comprehensive list to offer a united framework to design CRM processes. Finally, a case study will show the applicability of the proposed model. With this paper, we enrich research by a valuable process framework for developing well-designed reference models.