Document Type

Closed Project

Publication Date

Spring 2018


Ramin Neshati

Course Title

Decision Making

Course Number

ETM 530/630


Customer relations -- Management -- Data processing, Hierarchical decision model, Decision making, Salesforce (Online service)


Customer Relationship Management (or CRM) describes how business interacts with customers and this project focuses on a decision-making tool to guide Organizations with factor’s/criteria’s that must be considered while buying a CRM software. It is important for the companies to select the right CRM software because after implementing the CRM solution, this system will be the primary platform to interact with prospective and current customers to enhance sales, revenue and customer service.

This project uses a 3 level Hierarchical Decision Model (HDM) with four selection criteria (Reputation, Cost, Platform and Features), 13 sub-criteria’s and 4 different CRM software’s (Salesforce, Siebel, Microsoft Dynamics and Sugar) are considered in the study as outcomes/alternatives. 8 different experts from diverse background, locations, skill sets were used in the model quantification process and their judgments were obtained to be utilized in the HDM tool. The study concluded that Platform and Features of the software are the main factors to be considered while deploying a CRM solution and all the models had different weights, resulting in favor of Salesforce as a clear winner.

This study does not include a comprehensive list of criteria because some might not have a direct impact on the outcome resulting in not considering few criteria’s, it would be interesting to consider them in the future study.


This project is only available to students, staff, and faculty of Portland State University

Persistent Identifier