MAXIMIZING CUSTOMER SATISFACTION THROUGH RFM ANALYSIS IN PERSONALIZED SERVICE

Abstract

This study aims to maximize customer satisfaction through RFM analysis in personalized service, focusing on "Company X." Customer satisfaction is crucial for retention and loyalty, serving as a competitive differentiator. The research proposes integrating the RFM Matrix with the Net Promoter Score (NPS) to identify customer behavior patterns and create personalized strategies. The methodology includes a detailed analysis of purchase data and the development of targeted service and recovery strategies. This approach is expected to improve Customer Experience (CX) and generate sustainable competitive advantages. References from relevant articles support the importance of customer satisfaction and the effective application of the RFM Matrix. Integrating RFM with NPS represents a strategic approach to meeting customer needs in a personalized manner, driving business success.