To run the cluster analysis, from the menus choose:

Analyze
Classify
Hierarchical Cluster...

Click Reset to restore the default settings.

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

Select Variables in the Cluster group.

Click Plots.

Select Dendrogram.

Select None in the Icicle group.

Click Continue.

Click Method in the Hierarchical Cluster Analysis dialog box.

Select Binary in the Measure group.

Select Simple Matching as the binary measure.

Click Continue.

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.