This paper focuses on the role and importance that customer relationship management has for a company. Every business is based on customers and satisfying their needs and it is precisely establishing good quality relations with them that is the main reason for the company to achieve positive business results. The problem which is being researched in this paper is related to inefficient customer relationship management which can be noticed in the work of some companies in the telecommunications sector. The main objective of the research was to determine how to strategically manage customer relations. Research questions which focused the research are: For the purposes of data collection, including secondary data sources, primary research was also used using the survey method. The population of the respondents consisted of users of the company Hrvatski Telekom. The sample size was 50 subjects (N = 50). Key information was based on customer relationship management. According to the results of the research, it has been concluded that Hrvatski Telekom invests in establishing good relations with customers and offers services with which they are trying to satisfy customers’ needs. It has also been concluded that the company has a customer-focused strategy and conducts customer relationship management activities and recognizes its importance for successful business performance.