Customer Relationship Management – CRM, is a strategy, a process and a system at the same time. It enables building customer relationships, satisfying individual needs and customer expectations. CRM helps transform mass market communication into personalized messages, also enabling systematic customer data collection to ensure that direct interactions run seamlessly throughout all communication channels. Customer experience is individual, it happens in every interaction with the businesses whose products and services clients use and in the context of today’s global market can represent a key differentiating element that can bring competitive advantage to a business organization. The subject of this paper is to analyse CRM implementation impact on customer experience with focus on deductive research method using secondary data sources. Objective is to define the scope of this impact and also to define and describe customer relationship management and meaning of CRM implementation for the business and its clients. There are two main hypotheses of the research: a business organization that successfully implements and actively uses CRM software will increase efficiency of their customer support processes, thus creating more satisfied and loyal customers and that designing targeted products and services and individual customer quotes, using CRM technology, will have a positive effect on sales results. The following scientific methods have been used in the research: analysis and synthesis methods, induction and deduction methods, classification method, compilation method and descriptive method. The result of the research showed that both research hypothesis have been confirmed. Paper gives an overview of specific CRM functionalities and its way of work based on the example of today’s market leading CRM system – Salesforce, which has been supported by an example of independent research showing the results of Salesforce CRM implementation across globe in more than twenty diverse industries