Marín Díaz, Gabriel2025-12-302025-12-302025Marín Díaz, G. (2025). A fuzzy-xai framework for customer segmentation and risk detection: Integrating rfm, 2-tuple modeling, and strategic scoring. Mathematics, 13(13), 2141. https://doi.org/10.3390/math131321412227-7390https://hdl.handle.net/11268/16656This article presents an interpretable framework for customer segmentation and churn risk detection, integrating fuzzy clustering, explainable AI (XAI), and strategic scoring. The process begins with Fuzzy C-Means (FCM) applied to normalized RFM indicators (Recency, Frequency, Monetary), which were then mapped to a 2-tuple linguistic scale to enhance semantic interpretability. Cluster memberships and centroids were analyzed to identify distinct behavioral patterns. An XGBoost classifier was trained to validate the coherence of the fuzzy segments, while SHAP and LIME provided global and local explanations for the classification decisions. Following segmentation, an AHP-based strategic score was computed for each customer, using weights derived from pairwise comparisons reflecting organizational priorities.engAttribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/journal articleopen accessMarketingInteligencia artificialEstadísticaGoal 8: Promote inclusive and sustainable economic growth, employment and decent work for all