Customer relationship management is one of the models of business process management and in its center is the customer. Customer relationship management is one of the determinants of successful businesses of the modern era. Modern businesses are faced daily with numerous challenges that require finding new business concepts that will primarily contribute to their competitiveness, as well as strengthening the fight with the competition. CRM is the process by which subjects use to learn more about the wishes, needs and behavior of customers. Through this system business subjects get to information about customers, services and product sales and trends, growth and customer satisfaction and the same is processed and analyzed in order to improve operations and service quality. The implementation of a CRM system includes employee education, modification of business processes and adapting IT systems to be able to follow the CRM strategy. In this paper, in the context of CRM (customer relationship management) is given theoretically review, described and analyzed the processes and its implementation in the case of telecommunications company. It describes the functionality, benefits, problems and solutions of such a system in addressing the business needs of the company. There were given some concrete conclusions and recommendations for future improvement of the system and for future action in the explored area. Based on the analyzed data, a detailed analysis of the implementation of the CRM system in the telecommunications company is given.