Modeling the Dynamics of Customer Relationship Management

[Bill Harris]

While I dont have a model reference to share, I think youd be on
firm ground if you:

- Defined the CRM problem you want to address or the purpose of the
model (e.g., "Show how poor CRM leads to reduced customer
satisfaction and eventually reduced profits")

- Further specify the problem or the goal by identifying and drawing a
graph of pertinent measures over time (e.g., expressed customer
satisfaction in market surveys, company revenue, company profit)

- Think of a simple structure that youve seen in companies CRM work
that might create the behavior youve graphed (you may need to read
some articles or interview some people to gather information).
Sketch it on paper. Throw it away and try again. Repeat. When it
looks interesting, implement it in your simulator.

- Run the model, and compare the results to the graphs you drew. Do
they look similar? If so, are they close enough? If not, what real
world effects might cause the behavior youre missing in the model?
Try to add that structure to your model.

- If youve got something that looks intriguing, vary parameters and
inputs, and see if the results you get look reasonable. If
possible, review the results with someone knowledgable in the CRM
field.

I hope this was of use. It hides much detail, and it seems to presume
model building is a neat process, while you may find you iterate back
multiple times.

MfG,

Bill
From: Bill Harris <bill_harris@facilitatedsystems.com>
--
Bill Harris 3217 102nd Place SE
Facilitated Systems Everett, WA 98208 USA
http://facilitatedsystems.com/ phone: +1 425 337-5541

["Mihir Dhond"]

Hello,
I am trying to use the system dynamics approach to develop a Customer
Relationship Management model...I would be really grateful if anyone could
guide me to the resources that I can use for developing the model
efficiently. The resources could be in the form of existing models,research
papers, relevant articles, books etc...anything that is relevant for giving
me some direction...

Thanks in advance,

Best Regards,
Mihir Dhond
From: "Mihir Dhond" <mihir.dhond@i-u.de>