Objectives: Calculate the success factor of Customer Relationship Management (CRM) and select recommendation of CRM program as priority in rental and sales of heavy equipment. Methods: This study used four experts who give opinion, which then creates criteria and sub-criteria and develop questionnaires. The created criteria are alternatively developed the second questionnaires. The Analytical Hierarchy Process (AHP) methods are used to calculate the weights between criteria and CRM program priorities which are to be run. Findings: There are 7 factors of CRM will be implemented for rental and sales of heavy equipment. The priority programs are used for assessing customers. Application/Improvement: Following heavy equipment rental exhibition, twice a year can increase customer loyalty, as part of the CRM program.
- AHP, Customer Relationship Management, Heavy Equipment, Operations Management