AWERProcedia Information Technology & Computer Science 1 (2012) 1064-1068 2 nd World Conference on Information Technology (WCIT-2011) Performing and using customer relationship management Hamid Tohidi Department of Industrial Engineering, South Tehran Branch, Islamic Azad University, Tehran, Iran Abstract Customer relationship management is defined as all the processes and technologies that are used in companies and organizations to recognize, motivate, extend, retain and give service to customers. Many technologies are presented with the subject of customer relationship management (CRM), but having an image of CRM in mind as a collection of technologies is incorrect. As a better way for understanding CRM we can conceive it as a process which helps us to collect different information about customers, sales, marketing activities efficiency, speed in answering to the customers and market inclinations all in one. Keywords: Customer relationship management; Organization; Business Selection and peer review under responsibility of Prof. Dr. Hafize Keser. ©2012 Academic World Education & Research Center. All rights reserved. 1. Introduction The purpose of customer relationship management is to enable companies in order for offering better services to customers by introducing trustable automatic processes of services , collecting and processing personal information and self service .it tries to customer consolidate and automatic different customer servicing processes.[7, 17] 1.1. Parts of business Indeed, this type of management, involves three parts of business. These parts are as follows: servicing customers system, marketing information system and sales management system. Marketing information part provides information about business environment like opponents and ultra-environment variables. Sales management department automotives some of sales and performance of sales management [8, 16]. This part * ADDRESS FOR CORRESPONDENCE: E-mail address : H_Tohidi@azad.ac.ir Hamid, Tohidi, Department of Industrial Engineering, South Tehran Branch, Islamic Azad University, Tehran, Iran a a *