In the past few years there was an important change in the relations of power in favor of the customers. Information is much more accessible to the modern-day customers, which makes them more informed in the process of decision-making. That is the reason why the way companies establish, develop and maintain their relations with the customers is the key to success in their business. Better understanding of the existing customers helps economic operators to work, respond and communicate mutually with the customers, which improves the customer detention rate. This makes companies invest in the introduction and development of the adequate customer management strategy, ie. CRM. Establishing and developing successful relations, not only within the company but also with the customers, is an immensely important aspect of the business. Applying CRM makes it easier for the companies to monitor their employees’ work efficiency while improving working with customers at the same time. The greatest advantage of that system is that the customers are being completely aware of all the on-going procedures – tracking orders, offers, contracts, activities and the like. “Dm-drogerie markt” economic operator is sure to have such a successful system that helps to provide and keep a great number of satisfied and loyal customers, which is going to be demonstrated in this work. The aims of this Master's Thesis are to present the importance of the customer relationship management, of the customer care that the aforementioned economic operator provides, of the customer satisfaction and loyalty through customer relationship management. In order to demonstrate this, the research using a test method on the basis of a measuring device in the form of highly-structured questionnaire was conducted. That research proved that CRM introduces a lot of benefits, such as customer and employees' satisfaction in DM which results in the increase of sales and profit.