Customer Segmentation - Data Mining Techniques in CRM: Inside Customer Segmentation - page 197

Figure 5.2 Loyalty segments.
Loyalty segments can be associatedwith specific usage behaviors and customer
database attributes. To achieve this, an organization can start with a market survey
to reveal the loyalty segments and then build a classification model with the loyalty
segments' field as the target. That way, it will be able to identify the behaviors
associated with each loyalty segment and use the relevant classification rules to
extrapolate the loyalty segmentation results to the entire customer base.
For example, the behaviors identified as related to the customer loyalty
segments of a mobile telephony company can be:
• Dissatisfied defectors: Complaints made to call center.
• Active switchers: Always with the optimum program/product, frequent
changes of programs/products in search of optimization, new customers.
• Lifestyle adapters: Usage pattern changes that could indicate life-stage
changes.
• Inertial loyals: Always with the same program/product, no changes at all even
if the program/product that they use does not fit their usage profile.