In today's competitive world, productivity- as a core source of production - is the most important target of the organization. Experimental studies in developed industrial countries prove that productivity improvements resulted from development of management systems play a more important role in production than physical increases in labor and capital factors. This paper, while focusing on productivity from a CRM perspective, employs a European Organizational Excellence Model framework to identify factors affecting productivity and the role of CRM systems. We perform an empirical study for a case study of home appliance manufacturing and using a questionnaire computed present status and compared with desired status of CRM components such as customer leadership, strategy, skill and motivation of labor work, effective use of information technology and process management.

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