Consensus as a Tool Supporting Customer Behaviour Prediction in Social CRM Systems

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.