Developing CRM strategies with using balance score card approach in Semnan West Steel Company

Since the BSC has been introduced, many companies have accepted it as the foundation for their strategic management system and this helps to the mangers to align their businesses with the new strategies in the direction of growth opportunities based on further flexibility, value-added products and services and costs reduction. The purpose of this study is to develop strategies of CRM with use of BSC in Semnan West Steel. The sample of the research was 175 of managers and customers of the company with 30 of management professors of Semnan University. With use of Paired comparisons and AHP method, weight of score card for CRM and weight of success factors were determined and with use of weight of each factor, final rank of key factors were determined. Managerial discussion has been discussed in conclusion.

Keywords:

customer relationship management , balance score card , strategy , AHP