Abstract
By considering literature review of key articles published during 2004-2011, the present study provided a comprehensive list of 24 success and failure factors of customer relationship management (CRM) projects. Then, the best classification of factors is chosen in literature of CRM through studying a variety of general classification which makes these factors easier to study and prioritise. Analytical hierarchy process (AHP) has been applied for prioritising of these factors based on the experts' judgment in a case study due to proposed hierarchical structure and diversity of success and failure factors. According to experts' opinion, the factors 'official support of the project by top managers' and 'power of management in focusing on customers and adopting performance programme' are the most important success and failure factors in CRM projects, respectively. The factors laid in general factor of 'internal and external users' have the lowest priority.
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