Integration of CRM and QFD : A novel model for enhancing customer participation in design and delivery

Purpose – The purpose of this paper is to propose an integrated model of quality function deployment (QFD) and customer relationship management (CRM) for design and delivery processes. Design/methodology/approach – After the literature review, the elements of a CRM business cycle were integrated with different phases in QFD. The proposed model was further developed, based on customer participation in the design and delivery of products/services, as a major stage in CRM in three cases: customer participation in design; delivery; and design and delivery. As a case study, the customer participation in delivery was studied in after‐sale services of the Iran Khodro Co., which is the second major carmaker company in Iran. Findings – The results imply that QFD and CRM are complementary approaches and once they are combined, their capabilities are enhanced and managing customer relationship is empowered. According to the case study, personnel monitoring and human resources management (HRM) have been targeted as the first priorities in process parameters and process control characteristics, respectively. Research limitations/implications – Although the developed model involves considerable advantages, due to the different matrixes used for QFD, its use might become time consuming and complicated. Also, gathering information from customers and categorizing them respectively play major roles in effective and strategic CRM. Originality/value – The proposed model provides a means of harnessing the power of the present research innovations and advancements in order to empower customer need assessment, acquisition, development, equity leverage, retention and referrals, as well as prioritization of the features of products/services, processes, and performance indicators, according to the voice of customers.