Who/where are my new customers?

We present a knowledge discovery case study on customer classification having the objective of mining the distinctive characteristics of new customers of a service of tax return. Two general approaches are described. The first one, a symbolic approach, is based on extracting and ranking classification rules on the basis of significativeness measures defined on the 4-fold contingency table of a rule. The second one, a spatial approach, is based on extracting geographic areas with predominant presence of new customers.