A framework for constructing customer relationship management strategy map based on multiple criteria decision-making approach

Although Customer Relationship Management (CRM) has drawn remarkable attention from both practitioners and academics as a facilitator of organisational performance, results show unacceptable levels of its success. Therefore, in order to analyse how organisations can leverage the impact of CRM, this study presents a Balanced Scorecard (BSC) approach based on an effective Multiple Criteria Decision-Making (MCDM) model. Moreover, an empirical study of the Internet Service Provider (ISP) firm is presented to illustrate the application of the proposed framework. The results of this study illustrate that organisation capital, human capital and customer retention process play an essential role in the success of CRM. The results of this study can provide a comprehensive insight for managers into developing appropriate CRM strategies. Consequently, they can improve the effectiveness and efficiency of CRM and achieve a competitive advantage.