CONSENSUS AS A TOOL SUPPORTING CUSTOMER BEHAVIOUR PREDICTION IN SOCIAL CRM SYSTEMS

Adam Czyszczoń, Aleksander Zgrzywa

Abstract


Social Customer Relationship Management systems represent a new area in the
field of CRM which together with rapid development of Social Networks and
Social Media has acquired strategic importance for many companies. As a response
to ongoing challenges related to growing customer expectations, in this
paper we present intelligent tools for customer behaviour prediction in Social
CRM systems. The use of the consensus approach is aimed at resolving contradictory
forecasts of customer behaviour provided by different agents working as
independent Artificial Neural Networks systems. The goal of the presented tool
is to improve prediction functionality of customer behaviour.

Keywords


CRM, Social CRM, consensus method, customer behaviour, behaviour prediction

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DOI: https://doi.org/10.7494/csci.2012.13.4.133

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