Agent-Based Modelling — Intelligent Customer Relationship Management

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.