Dealing with a Customer Relationship Management (CRM) implementation is challenging, because it focuses on providing a mutually beneficial partnership between company and customer in order to perpetuate the relationship and, consequently, sell more, increasing customer satisfaction. CRM systems make it possible to assemble a mosaic of information on each customer, making it possible to manage and automate processes that improve the performance of the areas that use the tool. The focus of implementing a CRM is not only on technology, but also on transforming strategy, culture and processes and communication of the company’s. With this in mind, this paper looks at the implementation of the Service Cloud tool, a CRM from the Salesforce platform, in a fitness company. We present methodologies and implementation strategies used, collaborating with an approach to conflict resolution. Furthermore, the study in this article seeks to demonstrate a case of successful CRM implementation.