RFID: A Fuzzy Linguistic Model to Manage Customers from the Perspective of Their Interactions with the Contact Center

Gabriel Marín Díaz, Ramón Alberto Carrasco and Daniel Gómez
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Gabriel Marín Díaz: Faculty of Statistics, Complutense University, Puerta de Hierro, 28040 Madrid, Spain
Ramón Alberto Carrasco: Department of Management and Marketing, Faculty of Commerce and Tourism Complutense, University of Madrid, 28223 Madrid, Spain
Daniel Gómez: Faculty of Statistics, Complutense University, Puerta de Hierro, 28040 Madrid, Spain

Mathematics, 2021, vol. 9, issue 19, 1-27

Abstract: In an increasingly globalized market, the relationship between the customer and the brand goes beyond the purchasing process. It is very important to understand the customer, to know their needs and to propose actions to increase the value of the brand for them. In the literature, there are several models capable of determining and segmenting customers according to variables dependent on the purchasing process. However, we have not found any study that applies to the business case of classifying customers according to their relationship with the contact centre. In this paper, we establish a working model that allows us to define the value of the customer in the process of interaction with the contact centre, so that we can propose actions both in the sales phase and during the post-sales service, so that the value and perception of the brand is increased. In this model, we propose using the value of recency, frequency, importance and duration of customer interactions with the post-sales service, thus obtaining a ranking, and grouping of customers to help establish personalized communication strategies. We have verified this model by presenting a business case applied to the telecom sector.

Keywords: two-tuple fuzzy linguistic modeling; customer centric; multi-criteria decision-making; RFM; customer value; RFID (search for similar items in EconPapers)
JEL-codes: C (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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