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

Analyze
  Classify
   Hierarchical Cluster...

step  Click Reset to restore the default settings.

step  Select Toll free service through Wireless service and Multiple lines through Electronic billing as analysis variables.

step  Select Variables in the Cluster group.

step  Click Plots.

step  Select Dendrogram.

step  Select None in the Icicle group.

step  Click Continue.

step  Click Method in the Hierarchical Cluster Analysis dialog box.

step  Select Binary in the Measure group.

step  Select Simple Matching as the binary measure.

step  Click Continue.

step  Click OK in the Hierarchical Cluster Analysis dialog box.

These selections specify a between-groups average linkage clustering using a simple matching distance measure. Since the variables in the analysis are indicators of whether a customer has a service, you must choose between the binary measures. Simple matching and the Jaccard measures are two good places to start.