CRM as capital, not a program: a new practical EBA project starts in Odesa

27/ 02/ 2026

On February 26, 2026, the Southern Ukraine Office of the European Business Association launched a new business format — EBA Odesa CRM Mastery. This is not another event “about digital,” but a practical laboratory for those who view the customer database as an asset that shapes a company’s market value. The event brought together heads of sales, marketing, and digital departments — all those who make decisions and are responsible for systematic growth within member companies. The focus was not on tools for the sake of tools, but on managerial logic aimed at transforming the customer base into a predictable growth mechanism. Opening the event, Kateryna Morozova, Head of the EBA Odesa, emphasized: “Today, a customer database is not software, but a strategic platform that unites data, processes, and teams around the customer. It is this integration that determines companies’ competitiveness in an environment of constant change.” The practical part was led by experts in systemic business management — Hennadii Pshenychnyi and Svitlana Potap, co-owners of the consulting company Right Direction. More than 15 years of experience, proprietary methodologies, automated management algorithms, and dozens of implemented CRM solutions ensured that participants received a clear managerial architecture for working with customers. Within EBA Odesa CRM Mastery, the following topics were covered: CRM structure as a management system rather than a contact database; • the customer lifecycle and algorithms for determining a customer’s actual status; • segmentation and the formation of customer portfolios; • performance indicators of customer interaction and their managerial significance; • methodology for assessing the value of a customer database as a strategic business asset, etc. Special attention was paid to how internal managerial mindsets influence the quality of customer engagement and financial results. The format of the event was not a lecture, but a dialogue and analysis of real cases. Participants worked with their own models, asked questions about CRM implementation, and discussed common mistakes that hinder systematic operations. EBA Odesa CRM Mastery is designed for companies seeking to move from intuitive customer management to an analytical, transparent, and strategic approach. Here, the customer database is viewed not as an expense, but as capital.

The event brought together heads of sales, marketing, and digital departments — all those who make decisions and are responsible for systematic growth within member companies. The focus was not on tools for the sake of tools, but on managerial logic aimed at transforming the customer base into a predictable growth mechanism.

Opening the event, Kateryna Morozova, Head of the EBA Odesa, emphasized: “Today, a customer database is not software, but a strategic platform that unites data, processes, and teams around the customer. It is this integration that determines companies’ competitiveness in an environment of constant change.”

The practical part was led by experts in systemic business management — Hennadii Pshenychnyi and Svitlana Potap, co-owners of the consulting company Right Direction. More than 15 years of experience, proprietary methodologies, automated management algorithms, and dozens of implemented CRM solutions ensured that participants received a clear managerial architecture for working with customers.

Within EBA Odesa CRM Mastery, the following topics were covered:

CRM structure as a management system rather than a contact database;
• the customer lifecycle and algorithms for determining a customer’s actual status;
• segmentation and the formation of customer portfolios;
• performance indicators of customer interaction and their managerial significance;
• methodology for assessing the value of a customer database as a strategic business asset, etc.

Special attention was paid to how internal managerial mindsets influence the quality of customer engagement and financial results.

The format of the event was not a lecture, but a dialogue and analysis of real cases. Participants worked with their own models, asked questions about CRM implementation, and discussed common mistakes that hinder systematic operations. EBA Odesa CRM Mastery is designed for companies seeking to move from intuitive customer management to an analytical, transparent, and strategic approach. Here, the customer database is viewed not as an expense, but as capital.