Loyalty is considered in the marketing paradigm. It implies that attention is provided to customers by companies that provide services at different stages of the buying decision. In the B2B market, suppliers aim at customer cost efficiency. The loyalty is seen as an extended value in relation to the services provided by the company. The telecommunications market is characterized by a high level of competition. To strengthen customer relationships, comprehensive loyalty programs need to be applied. We have investigated the formation of loyalty of a telecommunication operator in the Republic of Tatarstan on the basis of a survey of 128 clients of the company. Digital asset management capabilities, the level of consulting support and the quality of digital support tools were considered as criteria. On the basis of satisfaction ratings and the importance of the parameters of communication services, it was revealed that in order to strengthen loyalty it is necessary to provide a high level of technical support, as well as to develop server solutions for certain groups of customers. Taking into account the segmentation of the audience by profit and profitability, it was proposed to divide loyalty management tools. At the advanced level, in addition to a permanent discount, tech support, videoconferencing and a personal manager, there is a constructible template for transcribing Internet sessions and webinars. This approach allows shaping incentives for specific customer groups when managing telecom loyalty.