Relationship management and customer base formation

Subject. The article discusses customer relationship management and customer base formation. Objectives. The study aims to develop theoretical provisions to implement a customer-oriented approach for increasing the efficiency of the company, to obtain practical results from the customer-oriented approach. Methods. We employed analysis and synthesis, comparison and grouping methods. Results. We developed theoretical provisions and offered methodological recommendations to determine the specifics of managing customer relationships and forming a customer base under the customer-oriented approach. The paper presents an algorithm of forming the company’s customer base and achieving its optimal structure. Conclusions. The study underpinned the application of the customer-oriented approach to create the company’s customer base considering the stages of customer lifecycle, unveiled the interrelation of customer lifecycle during the customer base formation using the customer-oriented approach.