Readiness evaluation of Iran’s Post Bankto implement customer relationship management (CRM) system (in Persian)

Regarding the monetary nature of operations in financial and service institutions, especially in banks,changing the behavior of customers is of major sensitivity and needs careful and timely planning by managers of such institutions. In the present competitive environment, banks are obliged to link their existence with customers, recognize their demands and needsand take measures so that they are quite satisfied with the banks’ performance.In today’s marketing,the cost of losing a customer is equal to losing all the benefits acquired from the services that customer may need in his lifetime, and this can be alarming for banks. Therefore,customer-orientation is a critical issuewhich should be taken into consideration and it can be realized only with the successful implementation of customer relationship management system.The main purpose of the present research was to identify the readiness of Iran's Post Bank to establish CRM system. Based on a review of literature on readiness assessment of customer relationship management, the related factors and indicators were identified. After a preliminary survey on the factors and indicators, questionnaires were prepared and distributed among 285 experts and administrators of Iran’s Post Bank. Data analysis was performed with SPSS software. Based on the findings of the research, the readiness of Post Bank in the intellectual dimension was above average, and in the social and technological dimensions was below average. Recommendations for improving the criteria of the stated dimensions were offered in the end.