Investigating The Organizational Readiness For Customer Relationship Management Implementation (A Case Study: Iran Tractor Manufacturing Company)

In the modern management doctrines, realizing and fulfilling customer’s needs have found unprecedented attention. One of the noticeable models used to achieve this goal is customer relationship management (CRM). Like many other organizational phenomena, conducting CRM might fail or might not produce satisfactory levels of the expected functions, due to a lack of the required conditions, capabilities and bases. If so, undergoing negative outcomes such as further costs and extended resistance would be inevitable. Therefore, it seems logical to examine the readiness of the organizations before carrying out this system. To accomplish this there are many models, however, the present article uses Ocker and Mudamby’s model to explore how ready organizations are to conduct CRM. This model has been implemented in Iran Tractor Manufacturing Company (ITM). Data analysis results show that ITM is not intellectually, socially and technologically ready to exploit CRM system. This study might be classified as a developmental applied research project. The sample group includes all managers and officials of different departments of the company in Tabriz and Sanandaj branches.