Marín Díaz, GabrielCarrasco, R.A.Gómez, D.2026-01-092026-01-092021-09-23Marín Díaz, G., Carrasco, R. A., & Gómez, D. (2021). RFID: A Fuzzy Linguistic Model to Manage Customers from the Perspective of Their Interactions with the Contact Center. Mathematics, 9(19), 2362. https://doi.org/10.3390/math91923622227-7390https://hdl.handle.net/20.500.14352/129796In an increasingly globalized market, the relationship between the customer and the brand goes beyond the purchasing process. It is very important to understand the customer, to know their needs and to propose actions to increase the value of the brand for them. In the literature, there are several models capable of determining and segmenting customers according to variables dependent on the purchasing process. However, we have not found any study that applies to the business case of classifying customers according to their relationship with the contact centre. In this paper, we establish a working model that allows us to define the value of the customer in the process of interaction with the contact centre, so that we can propose actions both in the sales phase and during the post-sales service, so that the value and perception of the brand is increased. In this model, we propose using the value of recency, frequency, importance and duration of customer interactions with the post-sales service, thus obtaining a ranking, and grouping of customers to help establish personalized communication strategies. We have verified this model by presenting a business case applied to the telecom sector.engAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/journal articlehttps://doi.org/10.3390/math9192362https://www.mdpi.com/2227-7390/9/19/2362open access311004.8658.8519.226658658.8510.6164two-tuplefuzzy linguistic modelingcustomer centricmulti-criteria decision-makingRFMcustomer valueRFIDInvestigación ComercialEstadística aplicadaTeoría de la decisiónInteligencia artificial (Informática)Administración de empresasLógica simbólica y matemática (Matemáticas)1209 Estadística1209.04 Teoría y Proceso de decisión1102.08 Lógica Matemática1101 Aplicaciones de la Lógica1203.04 Inteligencia Artificial5311.05 Marketing (Comercialización)