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Companies have learned to collect customer information from various sources and the amount of this data is growing. The use of a CRM approach, proper segmentation and personalized communication allow companies to maximize profits from each segment, and hence from the entire customer base.

The paper presents the results of a qualitative and quantitative study of the client group «teachers» of the Foxford online school. Based on the qualitative research, the peculiarities of the profession and the use of the company's products were studied. Quantitative research allowed segmenting customers.

Based on the results of the study, recommendations were made to optimize the company's work on the implementation of CRM strategy and recommendations on working with two segments in order to maximize profit from the selected segments.

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