A Risk Evaluation Method for Customer Relationship Management (CRM) Technological Initiatives

This paper presents a risk evaluation method of customer relationship management (CRM) technological initiatives based on entropy-weight coefficient method. First, the study identifies a factor-oriented index system and provides a theoretical analysis of entropy-weight coefficient method. Second, a case of risk evaluation on a CRM project based on presented method is introduced. By applying entropy-weight coefficient, the risk degree of the whole CRM project is obtained. Finally, the implications of the method for CRM technological initiatives are discussed. Results show using the entropy-weight coefficient method into risk evaluation of CRM technological initiatives overcomes the subjective limitation in traditional comprehensive evaluation.