Study of Relation between Organizational Intelligence and Customer Relationship Management from Managers andHigher Education Staff and Experts Point of View

ABSTRACT: In the agitated and hurrying world of our age people who have high intelligence are successful and efficient in their life and job. By using their God-given intelligence, they can overcome their life problems. Also In institutional world, the situation is the same. Especially in our age with passing of time and improvement of science and technology and appearance of new needs and challenges, institutions are more complex and management is harder. This research tries to study the relation between organizational intelligence and Customer Relationship Management. For this aim it used Albrecht organizational Intelligence standard questionnaire with 7 variables: strategic view, common destiny, knowledge application, morale, union and agreement, desire for change, and 18 question of answer packageOcker and Mudambi Customer Relationship Management questionnaire at three dimension: mental, Social, technological. Based on the research findings, operation pressure with 59% Pearson Coefficient has the most Correlation with Customer Relationship Management. Variables assigned as: Common destiny 47%, knowledge application 44%, morale 40%, Strategic view 39%, union and agreement and desire for change 26%. As all theories are meaningful at level 0.05, we can conclude that there is a meaningful relation between organizational intelligence and Customer Relationship Management. The results show that improvement of relation between manager and personnel in aims, destinations and expectations, fast response for solving official problems of personnel in programs and results, encourage supporting mechanism of personnel’s creativity can be effective for promotion of Customer Relationship Management.

Organizational Intelligence, Customer Relationship, Customer Relationship Management.