A combined MCDM approach based on FAHP and FTOPSIS for customers classification

Customers play an important role in business competitive environment. Companies attempt to satisfy their current customers and attract new ones. Customers classification can create a motivation between customers. Customers with high priority can use some advantages that companies assign to them, on the other hand customers with low priority attempt to get higher priority in order to use these advantages. This motivation can cause a win to win relationship between customers and companies. For classifying, the needed information will be available in CRM (Customer Relationship Management) database. This problem involves the evaluation of different criteria and various customers attributes so the MCDM (Multiple Criteria Decision Making) becomes a useful approach to solve this problem. The methodology is performed by using fuzzy AHP (Analytical Hierarchical Process) in finding criteria weights and then fuzzy TOPSIS (Technique for Order Preference by Similarity to Ideal Solution) is utilized in finding the ranking of customers. In addition a case study is added to the study.

Keywords:

Customers classification , Customer relationship management , Multiple criteria decision making , Fuzzy AHP , Fuzzy TOPSIS