def rfm_segment(row):
if row['R_Score'] >= 4 and row['F_Score'] >= 4 and row['M_Score'] >= 4:
return 'Champions'
elif row['F_Score'] >= 4:
return 'Loyal Customers'
elif row['M_Score'] >= 4:
return 'Big Spenders'
elif row['R_Score'] <= 2:
return 'At-Risk'
else:
return 'Others'
rfm['Segment'] = rfm.apply(rfm_segment, axis=1)