Fuzzy data mining for customer loyalty analysis

One of the major conceptual analyses in analytical CRM is customer loyalty. Current methods use user defined and statistical methods for loyalty analysis. One of the major limitations of these methods is that they assign every customer into exactly one segment, which may be counter intuitive. In this paper a novel approach using fuzzy logic has been discussed. The proposed method uses fuzzy context model to extract the customer membership to a segment of interest. A real life case study shows promising results for the proposed approach.