CRM System Warranty Strategy Based on Balanced Scorecard Approach

One of the four basic elements for Customer Relationship Management is services and product’s warranty is included in after-sales services and producers provide it with product. These services can satisfy customers and encourage them to buy so ultimately affect customer loyalty in most developed countries and producer have a significant percentage income from the after sales services. The main challenge of enterprises is a strategy for customer relationship management. Studies show that the organizations that use the balanced score card approach in implementing their strategy are successful. BSC with customer relationship management become key success factors and performance measures and ultimately provide executable plans. So we define an after sales problem in customer relationship management with balanced score card. Then we use TOPSIS for proposed indexes and examine them. The results show that customer perspective has the highest score and customer satisfaction is the first key index.