Abstract—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.