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Decision making on customer relationship management solution using the analytic network process

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3 Author(s)
Sen, H. ; Fac. of Organ. & Inf., Univ. of Zagreb, Varazdin, Croatia ; Begicevic, N. ; Geric, S.

Today's organizations should have a good and trustworthy system implemented for the needs of interaction with their customers. One of the main tools that take care of such interactions is a Customer Relationship Management (CRM) system. Choosing the right CRM solution is never easy and there is a growing trend of CRM implementation failures all over the world. The purpose of this paper is to illustrate the important aspects of the CRM and to show how to use the Analytic Network Process (ANP) as a multiple criteria decision-making methodology in choosing the best CRM solution.

Published in:

Information Technology Interfaces (ITI), Proceedings of the ITI 2011 33rd International Conference on

Date of Conference:

27-30 June 2011