Způsob diferencovaného řízení vztahů se zákazníky podle jejich hodnoty pro podniky v sektoru služeb

The paper discusses diferentiated customer relationship management in the condition of the Czech B2C market and in the service sector, in particular. It presents the findings of the research that has been conducted as a part of the project supported by the Grant Agency of the Czech Republic. The research has focused on the companies operating in the area of services., sales and distribution (retailers and wholesalers) and production (manufacturers producing products for consumer market). The objective of the research was to find out whether the companies in the Czech Republic apply differentiated approach in customer relationship management at all; if so, how and according to what criteria, whether companies analyze their customers according to their value, ie. the value that they bring to the company and their contribution to the profit of the company, and what criteria they use for it. The paper discusses the present and strategic customer value, the way and need for its analysis and monitoring in companies, and its applicability in the process of customer segmentation and implementation to the process of differentiated customer relationship management and strategic planning for companies operating in the Czech consumer market. The research has proved differentiated approach to customer value concept. Companies operating in the service sector apply qualitative rather than quantitative aspects of customer value focusing on customer loyalty and a close relationship with them. When measuring customer value performance, they use strategic value of the customer. However, companies rely on customer value estimation only due to probléme associated with the customer value quantification.