A Study for establishing ideal CRM system function structure

Customer Relationship Management (CRM) is highly used in enterprise, it cannot meet the expectations of companies. Software system vendors provide services to meet enterprises´ needs, but they still feel terrible disappointment. For this reason, some enterprises take self-development, but its functions and structures are incomplete and in a mess. To work out these issues, this study presents “Academic CRM structure”, “Commercial CRM structure” and an “Ideal CRM structure” through the literature review, specifications and Qualitative Interviews. In order to expose the importance of each functional category in “Ideal CRM structure”, this study establishes 4 evaluation criteria and uses quantitative research methods (Fuzzy Delphi Method, TOPSIS, entropy method and AHP) to show their differences. We believe that this research result not only links academic and practical system structures, but also leads CRM towards more valuable.