From CRM metrics to object-based customer loyalty indicators: an applied methodology

The article examines the limitations of classical CRM metrics in analyzing and managing customer loyalty within modern service and digital business models. It is shown that traditional interaction-based indicators fail to adequately describe stable behavioral and economic characteristics of customer bases. An object-based loyalty analysis model is proposed, in which the customer is treated as a managed object with dynamic behavioral, emotional, and economic parameters. The advantages of the object-based approach over process-oriented CRM systems are substantiated. An applied methodology for calculating integrated loyalty indicators is presented, along with implementation results in retail and online commerce. The findings confirm the feasibility of using object-based loyalty indicators as part of digital management models and strategic planning systems.