Compiling Electronic Customer Relationship Management (E-CRM) Strategy with Approach to Balanced Scorecard (BSC) at the Level of MASKAN BANK

Abstract

Survival of any market requires accepting its necessities and demands. In the market of financial services, banks have online offers and web-base services. Some viewpoints of E-CRM consider a combination of the three factors: people, process, and technology effective. CRM and E-CRM have been categorized in three groups: operational, analytical, and interactive .This research has been done in the second half of 2012 at Maskan Bank branches in Iran, and random sampling has been used for sampling method ,and questionnaires were distributed among the two statistical population of bank employees and bank customers and after validity and reliability confirmation of the research and proper tests  to insure absence of unacceptable errors, Pearson and regression tests (t-value) were used to find the primary and secondary equation of the research. Contrary to initial assumption of the researcher, connection of some factors like, continuous improvement of electronic services, increase of exchanges speeding up of processes, and cost reduction of online exchanges were ineffective and were deleted from the research model. Then balanced score cards were designed for each aspect and operational methods were suggested and at the end the strategy plan has been designed and sketched.