Introduction At its core, CRM is a business concept aimed at good knowledge of the clients, establishing successful relationships with them, and improving the quality of customer service, ultimately leading to better competitive advantages for the company. CRM-system enables standardizing the work of employees with customers and makes it transparent to the head. It has been proven that customer service effectiveness becomes much higher if the company adopts the CRM concept (Linuma 5-6). Due to CRM, all processes and their optimization are built around the client. Using this concept, the company knows its target audience well and can clearly formulate the development strategy of the enterprise, as well as save the company from large unprofitable expenses for advertising and promotion. Interestingly, within the MENA region, CRM software investments in some countries are growing at a more rapid clip than others (Agnihotri and Bhavani 425-434). Schaeffer claims that “the GCC maintains the highest IT spend in the Middle East. The collective spending between Dubai and Abu Dhabi may give the UAE the region’s highest growth” (Schaeffer). Such extensive development of CRM systems gives a broad range for choosing the best one based on the best practices. Main body One of the examples of successful introduction and maintenance of CRM in UAE companies is logistics company Aramex. The company’s management has long understood the importance and necessity of a single tool that would unite all remote offices and employees when working with clients, partners, and carriers in real-time and 24 hours a day. Already in 2001, the company acquired an eWare software solution with the aim to improve its CRM strategy. A CRM solution was deployed to assist customer support teams in building stronger relationships with clients. The success of a modern logistics company today largely depends on the competent integration of the CRM system with other IT tools and solutions used in the company. Aramex managed to organize this integration very successfully, improving it in accordance with the new trends and challenges of corporate IT and deriving sustainable competitive advantages from it. High customer value is evidenced by the fact that the percentage of customers who have been with Aramex for a minimum of 5 years constitutes 39%, which is a rather high index of loyalty ( Aramex Annual Report 2017 ). Based on the analysis of customer experience through CRM, the company managed to ensure real customer service excellence. Aramex supplied its customers with various touchpoints to contact the company. The Aramex CRM system helps quick and easy understanding of what actions and by what customers are currently expected from the company. “By being able to view all the links of the delivery process simultaneously, we can easily detect and correct any minor discrepancy in the system easily” – the company’s representative says ( Aramex Annual Report 2017 ). By combining all the tasks in one system, employees got the opportunity to work with them without being distracted by other tools and applications. Having a complete picture in one window made it possible to save on other tools and offer customers always competitive rates