One of the priority issues is designing a comprehensive framework for monitoring the performance of insurance representatives. This study aims to design a multidimensional set of criteria to gain a holistic understanding of sales representatives' performance. Given the social nature of performance evaluation systems and the capability of Soft Systems Methodology (SSM) in comprehending this phenomenon from various perspectives and contexts, SSM was employed to design performance evaluation criteria for insurance sales representatives. Following the steps of SSM, first, a rich picture of the problem situation was drawn. Subsequently, considering the stakeholders identified in the rich picture, 13 interviews were conducted with company managers. Thematic analysis of these interviews led to the formulation of root definitions and the construction of conceptual models. By comparing these models with the rich picture,One of the priority issues is designing a comprehensive framework for monitoring the performance of insurance representatives. This study aims to design a multidimensional set of criteria to gain a holistic understanding of sales representatives' performance. Given the social nature of performance evaluation systems and the capability of Soft Systems Methodology (SSM) in comprehending this phenomenon from various perspectives and contexts, SSM was employed to design performance evaluation criteria for insurance sales representatives. Following the steps of SSM, first, a rich picture of the problem situation was drawn. Subsequently, considering the stakeholders identified in the rich picture, 13 interviews were conducted with company managers. Thematic analysis of these interviews led to the formulation of root definitions and the construction of conceptual models. By comparing these models with the rich picture, potential changes to improve the current system were identified, focusing on the design and refinement of criteria and indicators for evaluating sales representatives' performance. Thereafter, using the Multi-Criteria Decision-Making (MCDM) method known as MARCOS, the identified criteria were ranked and prioritized based on their importance.One of the priority issues is designing a comprehensive framework for monitoring the performance of insurance representatives. This study aims to design a multidimensional set of criteria to gain a holistic understanding of sales representatives' performance. Given the social nature of performance evaluation systems and the capability of Soft Systems Methodology (SSM) in comprehending this phenomenon from various perspectives and contexts, SSM was employed to design performance evaluation criteria for insurance sales representatives. Following the steps of SSM, first, a rich picture of the problem situation was drawn. Subsequently, considering the stakeholders identified in the rich picture, 13 interviews were conducted with company managers. Thematic analysis of these interviews led to the formulation of root definitions and the construction of conceptual models. By comparing these models with the rich picture, potential changes to improve the current system were identified, focusing on the design and refinement of criteria and indicators for evaluating sales representatives' performance. Thereafter, using the Multi-Criteria Decision-Making (MCDM) method known as MARCOS, the identified criteria were ranked and prioritized based on their importance.One of the priority issues is designing a comprehensive framework for monitoring the performance of insurance representatives. This study aims to design a multidimensional set of criteria to gain a holistic understanding of sales representatives' performance. Given the social nature of performance evaluation systems and the capability of Soft Systems Methodology (SSM) in comprehending this phenomenon from various perspectives and contexts, SSM was employed to design performance evaluation criteria for insurance sales representatives. Following the steps of SSM, first, a rich picture of the problem situation was drawn. Subsequently, considering the stakeholders identified in the rich picture, 13 interviews were conducted with company managers. Thematic analysis of these interviews led to the formulation of root definitions and the construction of conceptual models. By comparing these models with the rich picture, potential changes to improve the current system were identified, focusing on the design and refinement of criteria and indicators for evaluating sales representatives' performance. Thereafter, using the Multi-Criteria Decision-Making (MCDM) method known as MARCOS, the identified criteria were ranked and prioritized based on their importance.