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The contribution is devoted to the proposal of differentiated strategy of CRM in the particular service company. There are various needs, requests customer behavior taken into consideration as well as their contribution and lifetime added value for the company. The first part of paper is founded on the current CRM analysis in the particular service company and suggest the new segmentation of customers by their customer lifetime value.

Celoživotná hodnota zákazníka pre podnik a jej význam v rámci stratégie diferencovaného CRM. 1. časť