Importance of the services in the modern economic environment has been recognized in many countries of the world economy. The development of the service sector and information and communication technology requires new concepts, approaches and methods of management and development of organisation and information systems, which is the subject of information and communication sciences, as well as service science as a new scientific discipline. Using the appropriate combinations of scientific method, the intent of this study was to deepen the understanding of the multidisciplinary concept of customer relationship management, with special emphasis on the service sector of the economic environment.The paper systematized existing knowledge of CRM, including concepts, methods, strategies, forms and models and the proposal has been formed unified model of CRM.Basic process and data elements and their relationships in the field of CRM in serviceoperations are determined. Furthermore, the area and the methodology of designing and improving services was explored. Doctoral dissertation presents a comprehensive analysis of customer relationship management, with special emphasis on the use of data generated in the ordinary course of business and involving clients as a initiator of changes in design services. Under the influence of the frequent changes that accompany doing modern business especially, research in this paper focuses on changing things that relate to the organization and design services based on incentives from the system of customer relationship management. The basic idea of the paper is that the services in certain circumstances can shape and improvedthrough an iterative process that does not require time-consuming and expensive collection of customer requirements, but can rely on the data that already exist in the information system of the company.