Online Event “Customer Base Management”

05/ 09/ 2025

Listen to online Stop   Many companies still lack a clear system for managing their customer base. The question, “Who manages the clients?” often remains unanswered: some rely on sales teams, others on marketing, and some assume the IT department handles it. This approach creates risks of losing key contacts, business dependency on individual employees, and challenges in scaling the company.  To help businesses effectively manage this critical asset, on September 4, 2025, EBA Odesa held an online event “Customer Base Management.”  The event was opened by Kateryna Morozova, Head of the EBA Southern Ukrainian Office  , who emphasized the importance of a strategic approach to client management and the role of an organized customer base in ensuring business resilience and growth.  Event Experts:  Hennadii Pshenichnyi — Co-owner of the consulting company Right Direction, author of integral methodologies and algorithms, expert in system analysis and management technologies.  Svitlana Potap — Co-owner of Right Direction, expert in organizational development and change management.  Key Topics of the Event:  Customer base as a strategic asset — demonstrated how a database helps enhance business capacity and how CEOs can make strategic decisions based on accurate data.  Separation of managed and unmanaged assets — illustrated methods to distinguish controlled resources from incidental ones and explained why this is crucial for minimizing the risks of losing contacts.  Customer base lifecycle and management principles — explained how to attract new clients, retain them, segment the base, and leverage analytics to increase sales efficiency.  Strategic approach of a business owner — showed how to manage the database not only as a technical function but as a tool for building customer trust, reducing dependency on individual employees, and preparing for scaling.  Vulnerabilities and risks of the customer base — identified key threats such as human error, technical failures, cyberattacks, and data leaks, and provided ways to minimize and protect this asset.  Systematic management of the customer base is the key to sustainable company development even under challenging conditions, while a strategic owner’s approach lays the foundation for long-term growth and resilience.

Many companies still lack a clear system for managing their customer base. The question, “Who manages the clients?” often remains unanswered: some rely on sales teams, others on marketing, and some assume the IT department handles it. This approach creates risks of losing key contacts, business dependency on individual employees, and challenges in scaling the company. 

To help businesses effectively manage this critical asset, on September 4, 2025, EBA Odesa held an online event “Customer Base Management.” 

The event was opened by Kateryna Morozova, Head of the EBA Southern Ukrainian Office  , who emphasized the importance of a strategic approach to client management and the role of an organized customer base in ensuring business resilience and growth. 

Event Experts: 

• Hennadii Pshenichnyi — Co-owner of the consulting company Right Direction, author of integral methodologies and algorithms, expert in system analysis and management technologies. 
• Svitlana Potap — Co-owner of Right Direction, expert in organizational development and change management. 

Key Topics of the Event: 

• Customer base as a strategic asset — demonstrated how a database helps enhance business capacity and how CEOs can make strategic decisions based on accurate data. 
• Separation of managed and unmanaged assets — illustrated methods to distinguish controlled resources from incidental ones and explained why this is crucial for minimizing the risks of losing contacts. 
• Customer base lifecycle and management principles — explained how to attract new clients, retain them, segment the base, and leverage analytics to increase sales efficiency. 
• Strategic approach of a business owner — showed how to manage the database not only as a technical function but as a tool for building customer trust, reducing dependency on individual employees, and preparing for scaling. 
• Vulnerabilities and risks of the customer base — identified key threats such as human error, technical failures, cyberattacks, and data leaks, and provided ways to minimize and protect this asset. 

Systematic management of the customer base is the key to sustainable company development even under challenging conditions, while a strategic owner’s approach lays the foundation for long-term growth and resilience.