A Case Study for the CRM Software Selection Process in a Transportation Company Using an Integrated AHP and QFD Approach

Various CRM software programmes have been introduced by big companies to create reliable solutions to provide the best service for customers and to receive customer feedback which helps develop the company's products. However, one of the hardest decisions for a company is choosing the best software that fits its needs. In modern customer relationship management, the software candidates for CRM ticketing systems are evaluated based on multiple criteria rather than only considering the cost factor. This article will adopt an integrated MCDM model, a combined AHP "Analytic Hierarchy Process" with the QFD method. Sixteen technical parameters and fifteen customer support department requirements were collected, analyzed, evaluated, and then ranked using this model. This reliable model considers the stakeholders when making decisions, and measures their decision consistency in order to choose the best CRM software. This research analyzes a sample of the CRM software technical parameters used in a case study conducted on a transportation-rental company focused on its IT customer support department requirements