Developing a model for evaluation of customer relationship management technology investment decision and an application

In today's world, evaluation of customer relationship management technology investment and identifying and evaluating for benefits and metrics which are provided from this investment is becoming very important for managing a company's interactions with customers effectively due to increasing competition and developing of information technologies. For companies having information technology with the lack of specific customer relationship management technologies to evaluate of customer relationship management technology investment associated with financial and non-finacial objectives which are is involved by organizations, becomes more complex. They need an evaluation methodology which directs the company in order to evaluate investment decision at the stage in decision-making of customer relationship management technology investment. In this context, a three phases evaluation approach has been proposed for evaluating customer relationship management technology investment problems. This evaluation approach that covers all the phases with their steps is developed within this thesis. The output of the third step of the proposed evaluation approach comes out as objectives and metrics which are important at the stage in decision making of customer relationship management technology investment and a road map which shows how and to what extent can achieve objectives and benefits of customer relationship management technologies. The all phases of the developed evaluation model from identifying objectives and metrics to how and to what extent achieve objectives are applied in a textile company. The results demonstrate the feasibility of applying the propose evaluation model in practice.