The theme of this thesis was the implementation of CRM systems. The first chapter defines terms customer relationship management, which is a key factor of success highlights the client and improving interaction with them, which is more closely shown in the second chapter. Business efficiency is highly dependent on culture (interests, values and motives), organizational climate (teamwork, loyalty, learning, knowledge management), as well as a way of dealing with customers. Establishing a healthy culture and achievement of the values associated with the degree of order and how the organization addresses the customer. As a result, the importance of CRM is increased on the agenda of many organizational strategy. The third chapter in the case of Pliva made Case Study on Implementation of CRM systems. Any company that has a modern marketing planning, implementation and control of all elements of the marketing mix, and wants to survive long term and to maintain a competitive position in the market must be developed and customer relations, and strategy CRM (Customer Relationship Management-a), with a wide range of clients. Greater satisfaction with the mentioned clients can be achieved so that all employees of a company, regardless of the hierarchical and functional position are oriented towards customer satisfaction. In Pliva emphasize that CRM is not only the implementation of the system, but the introduction of a new business philosophy within the organization that essentially transforms not only the organizational culture, but also access to communication in. CRM not only allows companies flexibility, lowering costs, reducing administration, effective communication, but leaves space for innovation, create new sources of revenue, and the development of a unified approach to customers, which is essential for survival in the market.