Research on Customer Management in EMS Based on RFM

EMS service is an important operation in China Post and is growing fast in the past years. At the same time, there are tremendous competitions for customers sharing EMS service, which requires China Post to retain the existing customers and attract the potential customers based on understanding the characteristics of the customers. However, to meet the end, customers must be segmented above all. In this study, different clustering models are built by using the clustering technique of two step method directly based on transaction data and based on customerspsila data processed by RFM model, respectively; then the characters of the customers clusters are analyzed, in particular, the general characters of all the customers sharing EMS services are pointed out, finally, some advices are put forward.