Customer Relationship Management (CRM) is a multi-perspective business paradigm which aims maximizing the benefits gained from relationships with customers. According to various reports, in spite of making a large amount of investment in CRM, its implementation is too risky. One of the reasons of fail in implementing the CRM is the lack of appropriate tools and criteria for measuring and evaluating the CRM. 0in 0in 0pt" Designing an efficient framework for performance evaluation of CRM, needs an appropriate systematic process in order to determine critical success factors of CRM. In this thesis, in order to determine the final critical success factors of each aspect of CRM Scorecard, the connoisseurs of CRM and Yazdbaf company expert are polled about the priority of considered primary criteria. After the receiving the judgments of experts and connoisseurs, their judgments were integrated using fuzzy AHP. As a result, an appropriate framework in order to performance evaluation of CRM with criteria including Customer Loyalty, Customer Value, Customer Satisfaction, Timely supply to customers and Customer Partnerships from CRM customer aspect; Customer retention, Customer knowledge Management, Categories of customers, Customer acquisition, Complaints Management from process CRM aspect; Top Management Support, Explicit and Clear Goal, CRM Technology, Motivate and skilful staff, Customer Oriented culture from infrastructure CRM aspect; profitability, Improvement in marketing, improvement in sales productivity, Customer equity from organizational performance aspect was obtained. In the proposed Multi-Criteria Decision Making model, in order to investigate the reciprocal correlation among criteria and obtain criteria weight, Fuzzy ANP and Fuzzy TOPSIS were used to ranking the performance of the commodities groups. Finally, the designed model was implemented in Yazdbaf company. According to results, Yazdbaf company has desirable performance in organizational performance aspect and undesirable performance in infrastructure CRM aspect. Among four commodities group A,B,C and D of Yazdbaf company, group C has the best CRM performance.
