Providing an optimal model of customer relationship management in Keshavarzi Bank with the approach of improving the financial situation and profitability using hierarchical analysis technique

Today's organizations need to understand customers and their needs in order to be successful in business. Customer relationship management is an effective tool for gaining, maintaining and increasing customer satisfaction, which will lead to customer loyalty to the organization. Banks are organizations that, by the nature of their work, are in dire need of customer relationship management processes. In this research, we try to identify the optimal key and key components by presenting the optimal model of customer relationship management in Keshavarzi Bank with the approach of improving financial situation and profitability, and based on the importance and performance of different CRM components, Determining customer relationship The results showed that the most important main criteria are:1- Customer-centricity 2- Loyalty 3- Knowing the need 4- Mutual understanding 5- Flexibility and the components that get the highest score in the indicators are: 1- Providing fast services to customers 2- Proper understanding of the needs of key customers through Continuous learning process 3- Existence of accurate customer feedback system and its implementation 4- Management flexibility and employees to provide new services 5- Attention of senior managers to customer relationship management as an essential principle 6- Efforts to attract customer loyalty through ways Miscellaneous.