The expectations of customers are constantly increasing. How can a company findout which expectations from which target group it has to fulfill? The name of thegame: value-oriented customer management. The key resource for calculating thecustomer value is the customer him- or herself. The acquisition of these data is akey challenge for companies. And the necessary precondition to get access to it isto understand marketing more as a service – and not as a concept to “manipulate“the customers. A new philosophy of marketing is required.