Our paper summarizes several years’ research experience in the field of customer satisfaction management. The key statement in our paper is that there is a need for further developing the classical customer orientation theory and the corporate practice based upon it. Moreover, there is a need for consequent realization of complex customer management strategy according to satisfaction-oriented approach. This paper takes an exploratory look at the methods of measuring customer-orientation and customer satisfaction as well as customer value to improve customer relationship and increase customer loyalty. Our customer satisfaction management model is developed based upon research findings of customer satisfaction measurement in different industries. This complex model with process orientation is unique in the literature.