Customer satisfaction and customer loyalty are important. Many companies have defined this perspective in their guiding principles but fail to implement it and create a holistic customer-oriented corporate alignment. This manual thoroughly examines both constructs. The author highlights the theoretical reference points and explains their interconnections. Furthermore, he presents a comprehensive measurement approach for customer satisfaction and customer loyalty, as well as a method for deriving actionable recommendations. Finally, he addresses the active management of the success factors of customer-oriented employees, organizational structure and processes, and customer-oriented corporate culture, providing suggestions for their design.