Agent-based modelling - intelligent customer relationship management

Authored by D Collings, I Adjali

Date Published: 2003-04

DOI: 10.1023/a:1024455405112

Sponsors: No sponsors listed

Platforms: Java

Model Documentation: Other Narrative Flow charts Mathematical description

Model Code URLs: Model code not found

Abstract

The intelligent customer relationship management (iCRM) tool - built using agent-based modelling techniques - aims to illustrate how CRM investments can influence a customer population, giving a clearer view of potential return on investment (ROI). Unlike conventional approaches, this model considers the communication of customer experiences between members of a social network, incorporating the powerful influence of word of mouth on the adoption of products and services. The tool is an advance on traditional techniques that rely on macroscopic behaviours and aggregated customer data, while neglecting important network and spatial effects.

Tags