Today the customer has made an important asset for most organizations. The survival of a company can be supported by developing the company’s relationships with its customers. Customer loyalty can be maintained with an increased understanding of the company to their needs as individuals by identifying potential customers and develop the company’s relationship with customers.Not all customers have the same contribution to the business, and to maximize the business benefits, it is necessary to evaluate the value of the customer prior to the design of an effective marketing strategy. So is the state-owned company PT Pegadaian. Pegadaian which is engaged in the financial sector is trying to perform the method of RFM (Recency, Frequency, Monetary) to surpass its competitors namely banks and other financial institutions.

Keywords : Customer Segmentation, RFM, CRM.