Customer Segmentation Based On RFM: A Case Study in the context of Pandemic

Any pandemic such as Covid-19 forces government’s policy to limit people’s mobility. It impacted to motorcycle workshop’s operational and delaying customers in maintaining their motorcycle quality. Overcoming the situation, workshop business has to choose high value of their customers to optimize their service capacity. This can be done by using customer segmentation. Using segmentation approach, it becomes easier to provide services to targeted specific people with fit offering service package. This study presents customer segmentation using Recency, Frequency and Monetary model. K-Means Clustering is used to study motorcycle customer behavior and validated using Davies Bouldin Index. The clustering result can be used to target high potential customers and deliver motorcycle service for them.