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Customer Segmentation Based on Compensatory Fuzzy Logic within a Sustainability CRM for Intermodal Mobility

  • Chapter
Soft Computing for Business Intelligence

Part of the book series: Studies in Computational Intelligence ((SCI,volume 537))

Abstract

Today Customer Relationship Management (CRM) is a major part of companies’ strategies to increase consumption of customers with the goal of profit maximization. The integration of sustainability in CRM is in progress on different levels (e.g. Green Marketing), but sustainability is not integrated yet in a holistic approach in CRM strategies, processes and systems. A main contribution of such a Sustainable CRM can be to influence the behavior of customers to a more sustainable consumption. For identifying the right customers and applying effective marketing activities it is necessary to build customer segments. The data of customers in this context are various and often fuzzy. In this approach compensatory fuzzy logic is used for customer segmentation based on user preferences. The case study shows the appliance of this customer segmentation within a service for e-mobility for different means of transport (electric car, public transport, train, etc.) with the aim to lead costumers to a more sustainable mobility behavior.

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Author information

Authors and Affiliations

  1. Carl von Ossietzky University of Oldenburg, Germany, Oldenburg

    Benjamin Wagner vom Berg, Ammar Memari, Nasheda Barakat & Jorge Marx Gómez

  2. “Jose Antonio Echeverria” Higher Technical Institute, Havana, Cuba

    Ariel Racet Valdés

Authors
  1. Benjamin Wagner vom Berg
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  2. Ariel Racet Valdés
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  3. Ammar Memari
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  4. Nasheda Barakat
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  5. Jorge Marx Gómez
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Corresponding author

Correspondence to Benjamin Wagner vom Berg .

Editor information

Editors and Affiliations

  1. Centro de Estudios de Técnicas de Dirección, Instituto Superior Politécnico José Antonio Echeverría, La Habana, Cuba

    Rafael Espin

  2. Centro de Estudios de Informática Carretera a Camajuani, Universidad Central Marta Abreu de Las Villas, Santa Clara, Cuba

    Rafael Bello Pérez

  3. Department of Applied Mathematics and Computer Science, Universidad de Cantabria, Santander, Spain

    Angel Cobo

  4. Department für Informatik, Carl Von Ossietzky Universität Oldenburg, Oldenburg, Germany

    Jorge Marx

  5. Instituto Superior Politécnico José Antonio Echeverría, La Habana, Cuba

    Ariel Racet Valdés

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vom Berg, B.W., Valdés, A.R., Memari, A., Barakat, N., Gómez, J.M. (2014). Customer Segmentation Based on Compensatory Fuzzy Logic within a Sustainability CRM for Intermodal Mobility. In: Espin, R., Pérez, R., Cobo, A., Marx, J., Valdés, A. (eds) Soft Computing for Business Intelligence. Studies in Computational Intelligence, vol 537. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-53737-0_27

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  • DOI: https://doi.org/10.1007/978-3-642-53737-0_27

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-53736-3

  • Online ISBN: 978-3-642-53737-0

  • eBook Packages: EngineeringEngineering (R0)

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