Multi-Agent Framework for Social Customer Relationship Management Systems

By Olszak, Celina; Bartus, Tomasz | Issues in Informing Science & Information Technology, Annual 2013 | Go to article overview

Multi-Agent Framework for Social Customer Relationship Management Systems


Olszak, Celina, Bartus, Tomasz, Issues in Informing Science & Information Technology


Introduction

Customer relationship management (CRM) has become an interesting approach to management of a modern organization. It allows maintaining longterm relationships with customers, which results in e.g. increase in customer loyalty and profitability, and increased sales (Romano & Fjermestad, 2002; Dyche, 2002; Payne & Frow, 2005; Armstrong & Kotler, 2004).

The information about customers can be acquired from different places. These are usually internal databases, transaction systems and ERP (Enterprise Resource Planning) systems. Recently, social media have become a valuable source of information on customers. Social media including: Facebook, Twitter, MySpace, YouTube are used by customers to share their opinions about any products and services purchased. Exploration and analyses of such information may bring numerous benefits for organizations (e.g. more extensive knowledge of customers and satisfaction of their individual needs).

For many years, the key technologies used to build management information systems included: databases, data warehouse technology, data mining techniques, and on-line analytical processing techniques. They all are effective in processing data that come from structured, closed, internal databases and transaction systems (Olszak, 2012). However, these tools, turn out to be insufficient for collecting, processing, monitoring and analyzing data that originates from distributed and open information resources, such as social media.

The main aim of this paper is to describe the design and development of multi-agent social CRM system (MASCRM). The multi-agent approach provides a potential architecture and development methodology suitable for the dispersed information. MASCRM uses agent technology to address issues in the field of CRM, including integration of data originating from social media, reduced latencies and decision automation. To demonstrate the idea of MASCRM, a prototype that uses the agent technology in the Facebook environment is described. The implementation of this prototype is explained and some obtained results are discussed.

The structure of this paper is organized as follows: first, we provide an overview of the CRM concept, especially social CRM system. Then, we present agent technology that provides some foundation for the development of a social CRM system. Next, the MASCRM concept and its components are presented in detail followed with a description of the prototype system. Finally, we summarize the key points of the research and give directions for future research.

The results of this study may be useful for designers of social CRM systems, as well as for the organizations that plan to use social media in customer relationship management.

Customer Relationship Management

Customer relationship management is probably one of the most recognized management approaches of the past decade (Minna & Aino, 2005). The increased competition, globalization, the development of information technology, total quality movement, system-selling approach and the development of network economy have had the significant influence on the prevalence of customer orientation (Parvatiyar & Sheth, 2001).

For today's organization, the customers have become important resources, and relationships with them are considered valuable assets and investments (Gneiser, 2010). Effective customer relationship management has therefore become a priority task and an approach to management in many organizations (Armstrong & Kotler, 2004). This results in improvement of customer satisfaction, increase in sales, customer profitability and loyalty (Kostojohn, Johnson & Paulen, 2011).

The origins of CRM are strongly associated with the management concept of relationship marketing. The relationship marketing orientation is concentrating on building, developing and maintaining long-term relationships with customers, and other stakeholders (Levitt, 1983; Gummesson, 1987; Gronroos, 1990). …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Multi-Agent Framework for Social Customer Relationship Management Systems
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.