Vlado Trajkoski

Customers are the most valuable asset of any company. No product can guarantee the economic survival of a business without a customer base. This is especially true for companies in the so-called business-to-consumer (B2C) segment, which sell their products directly to end customers. In times of diversification and individualization of demand, this aspect is becoming increasingly important. A prerequisite for this is that a company knows its customers well and can respond to the wishes and suggestions of its customer base. This requires close relationship management between the company and the customer to create a long-term relationship. How exactly can what is known as Customer Relationship Management (CRM) contribute to this? And how does long-term customer loyalty actually develop? Vlado Trajkoski explores these questions in his book. He breaks down the topic using the construct of customer loyalty and specifically addresses the four fundamental pillars of operational, strategic, analytical, and communicative CRM. The author places particular emphasis on the paradigm shift from product orientation to customer orientation. Through successful best-case examples, he underscores the importance of customer loyalty and advocates for a greater focus on CRM IT solutions to further clarify this research question. Content includes: B2C, B2B, Conformation/Disconformation paradigm, customer loyalty, Kano model, best-case.