This study investigates the implementation of a Customer Relationship Management (CRM) initiative within ESB International (ESBI). During 2003, ESBI used the European Foundation for Quality Management (EFQM) Business Excellence framework to identify key business areas for improvement. CRM was one such area. Initially ESBI reorganised its business structure around customer key accounts, effectively implementing a customer-centric business model prior to the implementation of the CRM initiative in 2004. Qualitative research was conducted with senior management via in-depth interviews. Research findings suggest that the key success factors for CRM implementation in ESBI include senior management commitment and leadership, clear strategic planning and a coordinated and targeted programme which successfully combines organisational and process changes with the application of new technology.