Abstract
In recent years several concepts and terminology with contemporary marketing strategies imposed itself as essential components to the success of organizations in a competitive environment for example customization customer relationships, loyalty of customer and finally customer relations management. CRM which means strategic use of information, operations, technology and personnel in building relationship with the client so that the objectives of the organizatio, is attained. The CRM strategy also maintain customers and strengthens the relationship with customers in its operations, which includes all functions of direct contact with the customer (marketing, sales, and service). The greatest challenge facing business organizations in the process of customer relationship management CRM is the difficulty of measuring the quality of information (IQ). The difficulty lies in that we are dealing with intangibl as well as the necessary of reflecting strategies and standards of organization in the indicators of (IQ) in one way or another standards and strategies, therefore resorted to the use of this study one of the most important tools of TQM and the most widespread dissemination of the quality function (QFD) to measure the quality of information and functions (marketing, sales, service) support for the CRM, it is during this function can translate the voice of the beneficiary and needs to the language of visual and easy to learn was going to respond and build lasting relationship with him. The study adopted a set of concepts, ideas and suggestions that theory and contemporary inter indicators and statistical tests to develop a scientific approach could be the company under study from the adoption of customer relationship management CRM, and finally reached study to a set of conclusions and field theory, which was based upon the submission of a set of recommendations harmonious with these conclusions.
