step  To run the cluster analysis, from the menus choose:

Analyze
  Classify
   K-Means Cluster...

step  Select Standardized log-long distance through Standardized log-wireless and Standardized multiple lines through Standardized electronic billing as analysis variables.

step  Type 3 as the number of clusters.

step  Click Iterate.

step  Type 20 as the maximum iterations.

step  Click Continue.

step  Click Options in the K-Means Cluster Analysis dialog box.

step  Select ANOVA table in the Statistics group.

step  Select Exclude cases pairwise in the Missing Values group.

step  Click Continue.

step  Click OK in the K-Means Cluster Analysis dialog box.

These selections produce a three-cluster solution. Cases have been excluded pairwise because there are many missing values due to the fact that most customers do not subscribe to all services.