The authors focus on the actuality of implementing CRM. They uncover the micro political, behavioural, psychological and knowledge issues that are all too often neglected in CRM implementations. Implementing CRM links CRM systems implementation with organizational change for the first time. It looks into the factors that distinguish firms that are more capable of connecting with their customers and awarded with customer loyalty with firms that are not as successful. Implementing CRM provides frameworks and ideas for how implementing CRM can be better handled.