A Group Decision Support System for Selecting a SocialCRM

As more firms adopt SocialCRM as their marketing strategy it becomes important to evaluate various SocialCRMs on the basis of certain factors. Previous SocialCRM studies have been limited to post-deployment performance evaluation using various quantitative techniques. In this paper, we propose a method to evaluate SocialCRMs which can assist an organization in selecting appropriate SocialCRM based on their needs and functionalities that they would like to perform. Firstly we evaluate criteria and finally we evaluate each SocialCRM based on each criterion using the fuzzy extension of the Analytical Hierarchy Process for group decision making.