Evaluate the Performance of CRM in Logistics Enterprises Based on AnyLogic Simulation

The importance and performance of customer relationship management (CRM) have been central issues since many years. Recent papers focus on finding what factors impact the CRM and evaluating the performance of CRM. This paper puts forward a CRM evaluation model, which includes two agents (logistic enterprise and customers) and an index (customer life value) to evaluate CRM. Then, a mathematics model for CLV is built as the principle of the simulation model. The simulation system, aiming at estimating what factors impact the implementation of CRM, is build by using AnyLogic software. Finally, we know what factors impact the performance mostly, and give some suggestion about how to improve the performance.