Model for Social Customer Relationship Management. Multi-Agent Approach
Celina M. Olszak, Tomasz Bartuś · Zarządzanie i Finanse · 2013
Introduction Social media like Facebook, Twitter, MySpace, YouTube have become a valuable source of information on customers. They 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 purpose of this paper is to present an idea of social CRM, and first of all a multi-agent approach for designing and developing social CRM systems. This approach is to manage complex customer relationships in the world of social media. The agent technology provides an extension and alternative to customer relationship management with flexible and distributed features. In multi-agent approach, different activities are delegated to a number of autonomous agents. can gain many benefits beings as well as machines or software applications. Each of them has awareness of a particular situation and can make real-time decisions on different activities. To demonstrate this approach the prototype of a multi-agent social CRM system (MASCRM) is described. MASCRM uses the agent technology in the Facebook environment. The implementation of the prototype is explained and some results obtained are discussed.