Study of Preparation of Organizations for the Implementation of CRM with the Application of Fuzzy Logic (Case Study: Iran National Gas Company)

Execution of CRM Projects is accompanied by frequent risks and incertitude. Therefore, it is necessary to reduce the considered risk in order to be able to access the related advantages. For this purpose, the current status of Customer Relationship Management (CRM) should be determined in order to pave the path for reaching a desirable status. Therefore, this research is carried out for the determination of factors that can be helpful for the success CRM in Iran National Gas Co. with the consideration of entire effective aspects and factors. In this research, first through a relatively comprehensives analysis of the literature, crucial factors of success of this ambit were extracted. Then these factors were sent to 150 experts in the field of CRM and IT in Iran National Gas Company through a questionnaire. After gathering information for the sake of this questionnaire from 150 experts, 30 elementary indicatives were confirmed through factor analysis and were put in 7 factors. With the help of Group AHP Technique and gathering comments of 20 experts of Iran National Gas Company, weight of indicatives and their factors and ranking status were estimated for the determination of the final score of each indicative and factor and ranking of indicatives and factors were done accordingly. In the next stage, score of each one of indicatives and factors were acquired with the help of another questionnaire and making use of the comments of 150 experts of Iran National Gas Company and Fuzzy Logic (triangular 5-interval fuzzy) in the analysis of data in INGC and through multiplying score of each factor and indicative in its weight, the preparation rate of INGC in each one of indicatives and factors as well as general preparation of INGC was determined.

Customer Relationship Management (CRM), Preparation, Crucial Factors of Success (CFS), Factor Analysis, AHP, Fuzzy Logic, Iran National Gas Company (INGC)