Identificaion and prioritization of effective indicators on optimal implementation of customer reiationship management in the insurance industry(including case study)

Background and purpose: The present Nowadays, importance of customer within organizations has gone beyond such that the trend of organizations has changed from product-orientation to customer-orientation. Therefore, since the last decade, approach to the issues such as customer relationship management has increased within organizations, that the organizations have felt necessity of the issues such as understanding the customer's needs, reducing the costs for acquisition of new customers, and maintain old customers.  Materials and methods: The present In the present research, which is a practical research of descriptive survey kind, after identification of the effective factors on Optimized Implementation of customer relationship management systems in Insurance Industry, in order to examine intensity of the impacts of the criteria and sub-criteria on each other by fuzzy approach was used. Results: Data The results show that “organizational structure” have the highest impact and “human resources” have the highest impact among main.