Evaluating the effectiveness of customer relationship management in industrial production units under the auspices of Golestan Province Mining Industry and Trade Organization

Today, organizations offer goods and services that are defined by individual customers.  A customer relationship management system goes beyond the traditional operational automation of sales, marketing, supply chain or service through a technologist, and a CRM system goes beyond the quality of service or customer service.  Customer relationship management systems are systems about the transformation of the whole organization and how the organization's attitude to its customers.  The analytical model of the research used in this research has been extracted from the dimensions of establishing customer relationship management in Padmavasi et al. (2012).Golestan are that 186 people were selected as a sample using random sampling method and Krejcie and Morgan.The measurement tool in this research is a questionnaire whose face validity was confirmed by the supervisor and several experts.  After checking the validity and reliability of the questionnaire, information and data were collected and analyzed using descriptive and inferential statistics.  Data analysis was performed by descriptive statistics (including: frequency, relative frequency percentage) and inferential statistics (including Kolmogorov-Smirnov, binomial and Friedman tests) using SPSS software.  The results indicate that customer relationship management has been established in industrial production units under the auspices of the West Golestan Province Industry, Mining and Trade Organization.  We also used the Friedman test to rank the effectiveness factors of customer relationship management. The results indicate that customer profitability measurement system, business plan, key customer acquisition and retention, key customer classification and customer satisfaction measurement system have priority, respectively.