Effectiveness Evaluation Model Design of Customer Relationship Management Using Balanced Scorecard: Case Study XYZ
Effectiveness Evaluation Model Design of Customer Relationship Management Using Balanced Scorecard: Case Study XYZ
Author : AMARILIS PUTRI YANUARIFIANI Published on : ICoICT 2014(Telkom University - Bandung Indonesia)
Abstract
Today’s, CRM implementation has become important, especially for matured company. It is because customer loyalty is very important for business continuity. However, many CRM implementations do not give a significant result to the organization, although the investment is not small. Evaluation is needed to make sure that implementation align to business strategy. Evaluation model can be different for each organization. This research develops an effectiveness CRM evaluation model in which suitable to the research object. Evaluation model will be created using Balanced Scorecard perspective. Based on organization characteristics, IT BSC is modified to become Business-Centric BSC. After define goals and measurement for each perspective, model testing is performed to related organization. The outcome of this research is CRM effectiveness evaluation model that is suitable for research object. After performed evaluation, it is expected that organization knows better, which part that must be fixed to increase effectivity of CRM implementation.
