Your customers,
simulated.
Murmur is the CRM that thinks. Run a full customer simulation before making any business decision. Build digital twins of your most important customers and vendors from your real conversations.
Powered by behavioural science, cultural psychology, and live market intelligence, not guesswork.
No credit card required. Your first simulation is free.
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Backtest accuracy
Predicted the correct outcome in 30 of 35 published A/B test cases.
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Research sections
Behavioural science embedded via semantic search: from pricing psychology to negotiation dynamics.
3
Intelligence layers
Customer simulation, individual customer twins, and vendor twins. One platform for every decision.
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Raw data stored
Twins extract communication patterns only. Correspondence is processed in memory and immediately deleted.
The problem
Your CRM stores data.
It doesn't think.
You know what your customers bought last month. But you have no idea how they would react if you changed your prices tomorrow. You know your vendor's email address, but not their negotiation patterns. Traditional CRMs are filing cabinets. Murmur is a thinking partner.
Traditional CRM
- Stores contact details and deal stages
- Tracks what already happened
- Cannot predict how anyone will react
- No intelligence about relationships
- Just a database with a nice UI
Market research
- Costs thousands per study
- Takes 2-6 weeks to recruit and run
- Generic panels, not your actual customers
- Surveys capture what people say, not what they do
- Results are stale by the time you get them
Murmur
- Simulates your actual customer base in 60 seconds
- Predicts reactions before you make the change
- Digital twins of individual customers and vendors
- Corrects for the gap between what people say and do
- Grounded in 32 research domains and live market data
Three tools, one platform
CRM that understands
your relationships
Traditional CRMs store data. Murmur thinks with it. Simulate decisions across your entire customer base, or zoom into individual relationships with digital twins built from your real conversations.
Simulate
Test any decision before you make it
Generate a panel of 15-75 AI customers calibrated to your business: built from your actual customer demographics, local market data, and industry behavioural norms. Each persona is independently interviewed in a 3-turn focus group: warmup, core reaction, and depth analysis.
- ●Includes the silent majority (55-70%): customers who never leave reviews but quietly decide your revenue
- ●Each persona reports what they would say AND what they would actually do: the gap is corrected automatically
- ●Results show probability estimates and confidence intervals, not binary yes/no
- ●Live web search and semantic research lookup run before every simulation
Example questions
“What if I raised prices 15%?”
“Would customers use a loyalty app?”
“Should I switch to appointment-only?”
“Would free shipping over $50 increase average order?”
Best for
Any business with customers (restaurants, SaaS, e-commerce, gyms, clinics, retail, B2B)
Customer twins
A digital copy of every relationship that matters
Upload your real conversations (WhatsApp, email, meeting notes) and Murmur builds a digital twin of that specific person. Not a generic archetype, but a model of how this individual communicates, decides, objects, and responds.
- ●Extracts communication patterns: response time, formality, decision style, objection tendencies, priorities
- ●Enriched with cultural psychology for the contact's country and live web intelligence on every query
- ●Automatic health signals: detects when response times increase, formality shifts, or sentiment drops
- ●Your raw correspondence is processed in memory and immediately deleted: only patterns are kept
Example questions
“Would Sarah accept a 20% rate increase?”
“How should I pitch this new service to David?”
“Is this client at risk of leaving?”
“What is the best way to deliver bad news to this person?”
Best for
Fewer than 100 high-value clients who make up the bulk of your revenue (agencies, consultants, B2B, private practices, luxury services)
Vendor twins
Walk into every negotiation prepared
Build digital twins of your suppliers, partners, and vendors from your correspondence history. Murmur analyses their negotiation patterns, communication style, and decision-making tendencies. Before any contract renewal, price discussion, or difficult conversation, ask the twin what to expect and how to prepare.
- ●Negotiation pattern analysis: how they respond to pushback, their typical counter-offer range, what concessions they prioritise
- ●Communication style profiling: formality level, response speed, who initiates, typical objections
- ●Grounded in behavioural research on B2B negotiation and supplier relationship dynamics
- ●Preparation tips generated for every query: concrete things to do before the conversation
Example questions
“Will my supplier accept 60-day payment terms?”
“What is their likely counter-offer on bulk discount?”
“How would they react if I shifted 30% of volume elsewhere?”
“Should I renegotiate now or wait until renewal?”
Best for
Any business that negotiates with suppliers, freelancers, landlords, or partners
The process
From question to clarity
in under a minute
Four steps. Works the same whether you are simulating or building a twin.
Describe your business
Answer a few plain-English questions about your business, your customers, and what you sell. No forms. No jargon. Just describe it like you would explain it to a friend.
We gather intelligence
Before generating anything, Murmur researches your market, your area, your competitors, and published behavioural science. The result is grounded in your actual situation. Not a generic model.
Your customers come to life
For simulations, a diverse panel of AI customers is generated, each with their own personality, habits, and loyalty level. For twins, your real conversations are analysed to build a digital copy of each relationship.
Ask anything, get honest answers
Ask your simulated customers or digital twins any question. They respond in their own voice with honest reactions, not what they think you want to hear. You see themes, tension points, and a clear recommendation, with caveats about what we don't know.
See it in action
A real simulation,
running right now
“What would happen if I raised all prices by 10%?”
Customer panel
55% silent majority, 30% regulars, 15% occasional
Interview responses
Says: “An extra dollar? I'd grumble but still come. It's our family routine.”
Would do: “Would actually keep coming weekly. Switching with two kids is too much hassle.”
Says: “I already think it's a bit much. Another 10% and I'd try the new place on 5th.”
Would do: “Would reduce from 3x/week to 1x/week. Too lazy to fully switch but would cut back.”
Says: “I only come once a month for the al pastor. Wouldn't even notice.”
Would do: “No behaviour change. Would not notice the price difference at all.”
Emerging themes
Most regulars would absorb the increase due to habit and switching cost. Your price-sensitive lunch crowd is the risk: they have nearby alternatives and would reduce frequency rather than leave entirely.
Say-do gap
40% of personas said they would leave but predicted they would actually just reduce visits. Corrected with Murphy et al. (2005) 28% stated-revealed gap.
Caveat: This is a simulation of 15 synthetic customers. A partial price test on 2-3 items would validate before full rollout.
What makes it work
Not a chatbot.
Not a survey.
Before generating anything, Murmur runs up to 8 intelligence tools in parallel: competitor analysis, local demographics, pricing benchmarks, social sentiment, and more. The AI only speaks after it understands your world.
Who uses Murmur
Every industry. Every question.
Every relationship.
Restaurant
Simulate“Should I raise weekend prices by 15%?”
Consulting firm
Customer twin“Would our biggest client accept a 20% rate increase?”
B2B supplier
Vendor twin“Will our main supplier accept 60-day payment terms?”
Barber Shop
Simulate“Would customers come in on Sundays?”
Design agency
Customer twin“Is this client at risk of churning?”
Gym
Simulate“Would members accept a 10% price increase?”
E-commerce
Simulate“Would free shipping over $50 increase average order?”
Private practice
Customer twin“How should I communicate my new cancellation policy?”
Retailer
Vendor twin“What is my supplier's likely counter-offer on bulk discount?”
Murmur works for any business, from solo consultants to multi-location retailers.
Start for free →The science
Built on research
Murmur does not prompt-engineer its way to answers. The architecture encodes peer-reviewed findings into every step: from persona generation to interview design to impact estimation.
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Say-do gap correction
Murphy et al. (2005) found people overstate their intentions by 28%. Every Murmur persona reports both what they would say and what they would actually do, and the aggregation corrects for the difference.
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Industry behaviour profiles
Each simulation loads industry-specific norms (decision speed, switching cost, loyalty drivers, price sensitivity) so a gym member behaves differently from a SaaS subscriber.
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Business type mappings
From taco trucks to SaaS platforms to dental practices. Customer segment templates, engagement models, and spend patterns adapt automatically to your specific business type.
Every result includes confidence intervals and caveats. When the signal is weak, we say so. A simulation reduces risk, it does not replace judgment.
Early voices
What business owners
actually said
“I raised my prices after Murmur told me most of my regulars would accept it. They did. I have never had that kind of confidence going into a decision before.”
-- Restaurant owner, Barcelona
“Before a contract renewal I asked the twin how my client would react to a scope change. It flagged that their response times had been slowing, so I adjusted my approach and kept the account.”
-- Agency director, Amsterdam
“I was going to open Sundays. Murmur showed me the demand was not there yet. Saved me a month of exhausting shifts.”
-- Barber, London
“I used the vendor twin before renegotiating with my main supplier. It predicted their counter-offer almost exactly. I walked in prepared and got better terms.”
-- Retail buyer, Dublin
“It feels like having a conversation with your own customers, but at midnight when you are actually making the decision.”
-- Cafe owner, Dublin
“We have 40 key accounts. Each one has a twin now. Before any pricing conversation, we check the twin first. It has changed how we prepare.”
-- SaaS founder, Berlin
Stop guessing.
Start simulating.
Your first simulation is free. No credit card, no setup, no surveys to design. Just describe your business and ask.