Udržitelnost jako faktor řízení vztahů se zákazníky

This diploma thesis examines sustainability as a factor in customer relationship management in a B2B environment. Its aim is to answer whether and how selected FMCG companies translate declared sustainability into customer-oriented sales communication and customer relationship management. The thesis focuses on Unilever and Henkel and analyses publicly available sustainability claims related to packaging, social initiatives, product use, supply chains and relationships with retail customers. The research is based on qualitative document analysis, complemented by triangulation through semi-structured interviews with respondents working in sales, key account management and sales support roles in the FMCG sector. The findings show that the analysed companies communicate sustainability across several thematic areas, but its translation into B2B customer value is only partial, uneven and often indirect. The strongest commercial relevance was identified in product claims linked to specific consumer benefits and in B2B or retail partnership claims that connect sustainability with the goals of business customers. The interviews further show that everyday sales and key account management practice is primarily driven by price, margin, turnover, listing, category management and data. Sustainability becomes relevant mainly when it is linked to a specific business benefit for the customer, shopper or category. The thesis therefore concludes that sustainability can become a factor in customer relationship management, but only if it is specific, substantiated and translated into the language of the B2B customer.