There is a wide range of opportunities to improve the organization’s operation at different stages of its development. Under certain circumstances, the Customer Relationship Management implementation is becoming a priority for improving business. It is worth to reflect on implementing the Customer Relationship Management system, if the following problems are becoming increasingly important:

• Sales performance unpredictability.
• Loss of customers "inexplicably" (dissatisfaction of customers, more efficient operation of the competitors).
• Revenue decrease or no positive sales dynamics
• Increased costs of attracting new customers, marketing budget increase.
• Low efficiency of commonly used marketing tools.
• Technical problems in serving the clients: decentralization of information entry, storage and access, customer information loss, customer servicing time delays, managers’ action re-execution dealing with customers.
• High threat of losing customers with individual managers’ dismissal.
• Insufficient businesses capitalization due to its insufficient transparency and adaptability degree.

Due to vigorous activity of the Russian IT-companies rendering services in implementing  the CRM software products, the opinion is formed that the CRM is only a software product that allows  automating sales processes. In fact, the CRM is more than a software product. The CRM is a specific business approach.

The CRM abbreviation is literally translated as Customer Relationship Management (or client-oriented approach). The term presupposes long-term relationships between the company using the customer relationship management and its customers. These relations are not random in nature, but there is a planned, continuous process with predictable outcome resulting in increased business profitability and sustainability.

The main objectives of CRM implementation approach are:

• The contact event sets are converted into the associated chain of personalized interrelations with a customer.
• The customer managed relationships with predictable results in advance are developed.

In practice, the CRM-approach objectives can be achieved by introducing and using actively a number of CRM techniques in the organization including:

• Customer information sorting and constant updating. Customer database development and systematic updating. Storage of maximum possible volume of customer’s systematic information fixing all the relevant contacts.
• Individual work with clients. Customers’ detailed segmentation and development of personalized offers. Identification of the most "profitable" customers based on the collected information, research of these customers’ requirements and development of the products meeting those requirements.
• Direct sales to corporate customers. Use of direct sales technologies based on a large number of personal contacts with extensive use of available information about the client’s enterprise and the contact persons working for the enterprise.
• Sales cone management. Cost balance maintenance in attracting new customers and retaining existing ones. Analyses of repeated sales and customers’ drop factors.