RFID: a fuzzy linguistic model to manage customers from the perspective of their interactions with the contact center
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...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2021 |
| País: | España |
| Institución: | Universidad Complutense de Madrid (UCM) |
| Repositorio: | Docta Complutense |
| Idioma: | inglés |
| OAI Identifier: | oai:docta.ucm.es:20.500.14352/129796 |
| Acceso en línea: | https://hdl.handle.net/20.500.14352/129796 |
| Access Level: | acceso abierto |
| Palabra clave: | 311 004.8 658.8 519.226 658 510.6 164 two-tuple fuzzy linguistic modeling customer centric multi-criteria decision-making RFM customer value RFID Investigación Comercial Estadística aplicada Teoría de la decisión Inteligencia artificial (Informática) Administración de empresas Lógica simbólica y matemática (Matemáticas) 1209 Estadística 1209.04 Teoría y Proceso de decisión 1102.08 Lógica Matemática 1101 Aplicaciones de la Lógica 1203.04 Inteligencia Artificial 5311.05 Marketing (Comercialización) |
| Sumario: | 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. |
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