Keyword: «loyalty»

The paper describes the role of partnerships in the work of small businesses. Emphasis is placed on main-taining a customer base and building customer loyalty programs to increase market sustainability of the business.

The Successful implementation of management activities requires skills and ability to build relationships with the staff, to be able to convince and to have a motivating effect, this requires thorough preparation: identify the purpose of the dialogue, to examine the psychological characteristics of the opponent, his intellectual, moral and volitional character, to consider the tactics of behavior, and other major and minor factors. This article addresses one of the ways of implementation of management actions – assessment of staff loyalty, which serves as a measurement tool of any facility relevant to a particular organization in a given time.

CRM it is the most modern technology, combined with strategic planning, marketing methods, organizational and technical means. "Customer Relationship Management" is a business ideology designed to improve the profitability of the company's operations by optimizing work with consumers. In other words, it is a technology that allows increasing the profit of an enterprise at controlled costs. Instead of CRM, the notion of "customer loyalty management" is also used. It is in controlled loyalty that the meaning of CRM lies.