Nowadays, services as foundation of management in organizations in culture and tourism create irreplaceable effect on clients. While collaborating with one of the organizations, client finds himself in touch with employees of organizations, wherein attitude and quality of services are pivotal for creating impression of organization. When speaking of service activities, quality appears as crucial factor. Aiming on excellence and quality of services to be as high as possible, enterprises have the ability to use numerous data and information about their clients and by following those factors to adjust their supply. In pursuance of successfully carrying out strategy of customer relationship management and execute it in terms of solid business results, organization ought to implement CRM technology which intensity depends on type, structure and cause of organization. Organizations of cultural activities are exploiting existing relations with clients, so they could maximize their income, while reassuring clients' loyalty with excellent service. However, conquesting new clients seems to be too demanding task. Organizations in tourism are trying to attract clients with help of trends, such as sensory impression, which arouses feeling of comfort and personal atmosphere. The most important characteristic of excellent service in culture and tourism, and of successful customer relationship management is high personalization of service and relations between employees and clients.