Leveraging the power of social influence for customer relationship management: growing the value of a customer base using referral network analysis.

Phase 1 investigates the difference in added value to the performance of CRM models when using different network variables derived from a communication, a spatial and a referral network. In phase 2 a new approach to identifying influencers in a social network is developed. Phase 3 explores whether valuable potential customers can be identified based on connections with existing customers.