(Žilinská univerzita v Žiline, 2018) Strenitzerová, Mariana
The differentiated CRM strategy has today become one of the most important tools
for acquiring and retaining customers. The proposed differentiated CRM strategy will respect
not only the different needs, requirements and buying behavior of individual customer
segments, but also their contribution and lifelong value for the selected company.
(Žilinská univerzita v Žiline, 2019) Strenitzerová, Mariana
Feedback based on measuring and evaluating the functionality and performance of
the activities and processes implemented must be part of any successful strategy. It is not
enough to evaluate only the financial performance of the company, but it is necessary to use a
more sophisticated system. The aim of the paper is to propose a system of performance
evaluation of a selected company based on the segmentation of customers according to their
value for the company and the proposed CRM strategy.
