Arshi Naim, Ruth Felicita F., Geetika Parmar and Garima Kohli
Attaining and managing the Customer Relationship Management (CRM) is always a major objective of all types of firms especially the firms which are service oriented and customer centric. The issues of CRM are mostly unstructured problems because the results are derived from quantitative to qualitative analysis. Decision Support Systems (DSS) is an application of Information Systems (IS) has played a great role in the processing and solving the unstructured problems. The research works on three levels of CRM which are Directional, Operational and Analytical (DOA) and DSS is applied to predict and solve issues for each level. The technique applied in this research is what if Analysis (WAS) of DSS to achieve and solve all issues within DOA of CRM. The research considers different scenario to find the effectiveness of WAS for DOA and shows the results for model based statistics. This is a general diagnostic technique based on Information Success Model (ISM) and the technique of DSS (WAS) for DOA in CRM for customer-centric firms to predict the decisions and attain success.