CRM, MCDM, SWARA, WASPAS

Customer relationship management (CRM) implementation is a very prior decision for companies to increase customer-related revenue or customer lifecycle. The implementation process involves many problems, therefore, most of the companies would prefer to benefit from the CRM consultant’s experience. However, Pries & Stone, 2004 theory have shown that consultancy does not make everything right. At this point, the most significant questions are how can we choose the right CRM consultant and measure their performance? These questions become a crucial decision for both firms and consultant companies. In this thesis, one of the popular MultiCriteria decision-making (MCDM) methodsthat is Weighted Aggregates Sum Product Assessment (WASPAS) is used for ranking the performance of Customer Relationship Management (CRM) Consultant. Step-wise Weight Assessment Ratio Analysis (SWARA) method is utilized for finding the weight of criteria. This research aims to create an awareness of the role of CRM consultants and adds the sample application of MCDM in literature for especially CRM consultancy firms.