Research On CRM Performance Evaluation Of Non-profit Organizations

As the advent of the economic globalization, the Chinese non-profit organizations have been under rapid development, the competition in the field of social services is becoming more and more fiercely. The Chinese NPO is turning to Customer Relationship Management (CRM) which has been applied in Chinese enterprises already. With it, organizations can better meet their customers'needs, so as to gain more competitive advantage. This will lead to a new question ---- CRM performance evaluation of the non-profit organizations. The purpose of this study is to enrich the research in the field and establish the CRM performance evaluation system of NPO.Based on the theory of NPO, CRM and performance evaluation, some related concepts were defined. Referenced to the Balanced Score Card and the CRM process of Chinese NPO, we did some research on four kinds of people including managers of NPO, CRM experts, staff and customers of NPO. We learnt some key factors which they thought might affect the CRM performance of NPO by the research. On this basis, we establish the CRM performance evaluation index system of NPO. AHP was applied to determine the weight of each index. By way of the questionnaire, four kinds of people did CRM performance evaluation on the NPO. By the fuzzy comprehensive evaluation method we process and analyze the data we got, there we find out the overall evaluation on CRM performance of NPO.To illustrate the practical application of this index system, a typical NPO has been selected as a sample to realize the whole idea of the CRM performance evaluation system of NPO.There are many common problems in CRM of Chinese NPO, the CRM Performance Evaluation System of NPO has a promoting significance.