Decision Support System for Classification and Ranking of Customers in Support of Marketing Strategy Using AHP and WSM Methods

Abstract

This research aims to develop a decision support system that can help the PT Marketing Officer (MO) team. Alvarel Technology Innovation in determining customer status objectively and structured. This system was designed using a combination of the Analytical Hierarchy Process (AHP) and Weighted Sum Model (WSM) methods. The AHP method is used to determine the weight of criteria which include Market Potential, Urgency, Financial, and Relationships and Reputation, by ensuring the consistency of the pairwise comparison matrix. The weighting results are then used in the WSM method to calculate the total customer score and compile a status ranking based on the highest to lowest values. Research data was obtained from internal company records and interviews with Marketing Officers, with a sample size of 30 customers. Test results show that the system can produce customer status rankings in five categories, namely potential, prospect, pending, passive, and skip. The main findings show that the prospect category received the highest score and was a priority for follow-up. Thus, this AHP–WSM based decision support system is able to reduce subjectivity, increase efficiency, and provide more accurate and measurable recommendations to support the company's strategic decision making in customer management.