Today, competition between businesses is quite challenging due to the increasing expectations of customers, their need to feel special and important, and rapid technological breakthroughs. If businesses keep up with developments, satisfy their customers and make them feel privileged, this will significantly increase their profit shares and competitiveness. The way to satisfy customers is first for businesses to know their customers. In order to know customers, customers need to be classified, defined and analyzed. This classification and identification is also possible with various customer segmentation methods. In this study RFM analysis, which is a customer segmentation method, is discussed. The study started with the evolution process of the marketing phenomenon and continued with customer loyalty and customer relationship management. General information on the segmentation process and RFM analysis was given and a few sample applications in the literature were mentioned. Then, an RFM analysis was conducted with the regular customers of a US-based financial consultancy firm.