Abstract:

This article is an introduction to further research on the implementation of the CRM system in small and medium enterprises as a tool of importance for the organisation of the company's work. According to Eurostat data, the number of organisations using CRM systems is constantly growing. The European average is around 32% and continues its upward trend. The aim of the article is to justify the necessity of conducting research in this area. It seems that companies are aware of the need to deploy improvements, especially in the area of improving the transparency of activities, communication or control of entrusted tasks, but do not know how to do it and when to start. All this also translates into the company's sales results and marketing. This publication indicates the importance of CRM system implementation for companies in the SME sector and explains the need for further research in this area.