The study was aimed at identifying and evaluating the effectiveness of Customer Relationship Management (CRM),  regarding business performance at the AA Agency. Furthermore, the research was aimed at understanding how individual responses to customer relationships play a role in the successful implementation of management strategies. Primary data formed a basis for the study and was collected by means of questionnaires. In addition, the data were analysed, and findings, conclusions and recommendations were formulated. The results were analysed according to responses regarding duration of service and positions as variables. The results from the survey indicated that factors affecting CRM included lack of an effective communication plan, lack of leadership influence to drive the CRM strategies, ineffective engagement and consultation with employees, a lack of resources and training, as well as a lack of performance management programmes. These factors affected individual performance and overall organisational performance. Impacts of concern were low employee morale created by a lack of support and consultation from management - which created uncertainty regarding job security and satisfaction, and little realisation of value to business performance. Positive feedback included leadership stability and awareness of the importance of CRM for business performance. Key recommendations were the challenges of CRM to overcome hurdles, minimize risk and guarantee results.