Providing a Pattern to Evalute CRM Systems Based on EFQM Model in SMEs

Abstract

Today, companies put their customers at the center of all activities and revise their marketing and sales strategies based on IT[1]. The companies, regardless of type of activity, size and structure, need to establish efficient management systems to evaluate their customer relationship system and provide other organizational tools to determine, lead, manage, and evaluate management strategies[2]. The purpose of this paper is to present a pattern based on EFQM model which is studied systematically in small and medium industries in order to get proper and unified approach in customer relationships by considering having proper approaches, results of approaches, and evaluating and reviewing of criteria .In this research we concentrate on the case study of Golsar Fars sanitary ware company among SMEs companies of sanitary ware industry in Iran in order to investigate the qualitative aspects of manifestations and see how the proposed pattern can be used by experts experienced in customer relationship management to help them to coordinate their activities with continuous improvement of the organization.