Identifying and prioritizing success factors in E-CRM using OPA (Case study: Parsian Insurance)

Nowadays organizations are extensively looking for ways to interact and make effective contact with customers. Internet technology (IT) make able organizations to attract new customers. it traces both customers’ online behavior and performance, besides, making communications, products, services, and prices unique. The present study is aimed to identify and prioritize the success factors in electronic customer relationship management (E-CRM) through the use of the Ordinal Priority Approach (OPA) in the central branch of Parsian Insurance Company. At first, the identified factors from related studies are validated by using the Fuzzy Delphi Method (FDM). In the following, the final rank and weight of each factor are calculated by means of OPA. According to the obtained results “existence of appropriate technical, communication infrastructures”, “allocation of needed financial resources”, and “support, commitment, and learning of top and senior managers” are determined as the most substantial factors in E-CRM success. In contrast, "capable of integration with other systems", "learning culture", and "existence of complaint system" are recognized as the least important E-CRM factors in the Persian insurance enterprise.