The economic and social upheavals caused by the covid19 pandemic, given the global nature of the socio-economic environment, have shown the need for greater customer orientation. The customer is the highest priority for companies in all markets. Therefore, business-customer relationships built over the years may prove paramount for businesses during the COVID-19 pandemic. CRM systems are a tool for interacting with a potential target group of customers. Optimizing market opportunities is a strategic process that increases the performance of companies, which is especially evident in large, multinational corporations. The past decade has shown a slight tendency in EU countries to reduce the number of companies using CRM systems. However, the mathematical statistical apparatus predicts a growth trend.