All the companies which expect a long-term competetive advantage and profitable business should pay special attention to customer relationship management. However customer relationship management in Lithuania is still at it‘s infancy and lacking a lot. Especially low CRM system usage is noticeable among small and middle sized companies.

The goal of this diploma paper is to offer principles and implementation steps of customer relationship management for small and medium business companies.

The theoretical part of the paper analysis theoretical aspects of customer relationship management, reviews CRM evolution, discusses different approaches and management types, typical components of CRM systems, goals, functions, implementation difficulties, models and benefits.

Analytical part of the paper reviews and analyses situation of CRM usage in Lithuania and abroad, presents and examines results of research regarding Lithuanian small and medium business company position on customer relationship management. Research was performed using form based survey.

Project part of the paper establishes three key steps towards customer relationship management: user orientation, information management and costomer relationship management control. Detailed description of these steps is provided.

Raktažodžiai: CRM, relationship, customer, consumer, management