Application of Fuzzy Delphi Analytical Hierarchy Process (FDAHP) and Hierarchical Cluster Analysis (HCA) in RFM Model for Measuring the Customer Life Time Value

Nowadays, with entrance of customer relationship management (CRM) in new fields, Identifying the various customers features and optimum allocating of resources to them based on their value for companies has converted in to one of the main concerns in CRM. The aim of this paper is to propose a suitable model for measuring the customer life time value (CLV) as a criterion for optimum allocating of resources. In proposal process performed in Toos Shargh company, after determining weights of the indexes of RFM model (Recency, Frequency, Monetary) using fuzzy delphi analytical hierarchy process (FDAHP), processing the values of indexes at 210 customers and hierarchical clustering of customers (using SPSS), Finally, CLV was measured in 6 Clusters. Findings of this paper provide criteria for analysis of customers features based on RFM model and CLV and Identifying the main and valuable customers. In addition, suggestions were proposed to the company due to improvement of CRM system based on findings.