<![CDATA[One of the important methods in supporting data-driven Customer Relationship Management (CRM) initiatives is customer segmentation. However, in practice, segmentation results are often limited to descriptive analysis and are not further utilized in decision-support processes. This study aims to utilize customer segmentation results based on the Recency, Frequency, Monetary (RFM) approach and the K-Means algorithm as a basis for developing decision-support recommendations. The research stages include data preprocessing, RFM value calculation, normalization using the Min-Max Scaling method, and determining the optimal number of clusters using the Elbow Method and Silhouette Score. The evaluation results indicate that the optimal number of clusters is four, with a Silhouette Score of 0.61, which reflects a moderately good level of cluster separation. The segmentation results classify customers into four categories: High Value/VIP Customers, Loyal Customers, Potential Customers, and Low Value/Dormant Customers, each exhibiting distinct transactional behavior characteristics. These characteristics are then interpreted into decision rules using IF–THEN logic; for example, customers with low Recency, high Frequency, and high Monetary values are recommended strategies such as loyalty rewards and upselling. The findings suggest that customer segmentation can be extended beyond descriptive analysis and utilized as a practical basis for marketing decision-making, although the approach remains relatively simple and heuristic-based. The contribution of this study is to integrate RFM-KMeans segmentation results with IF–THEN decision rules to generate more applicable marketing strategy recommendations in supporting data-driven decision making.]]>
