Segmentation Applications in Telecommunications - Data Mining Techniques in CRM: Inside Customer Segmentation - page 318

Figure 7.8 Cluster 1 profiling chart.
• When phone calls are made, however, the duration is quite long, as denoted by
their ACD, which surpasses the average.
Segment Size
17%
Contribution to Total MARPU
5%
Demographic Profile
Highest ratios of elderly people, most of them retired.
Market Research Findings
• Satisfaction drivers:
-Lowprices.
- Simple and easy to understand rate plans.
- Network quality.