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Purpose. This article mainly aims to verify the role of IT reliability as the factor potentially strengthening the CRM influence on organisational performance and conclude whether the IT reliability is indeed an important factor shaping the CRM ability to generate value for an organisation. Methodology. The empirical research was conducted to verify the existence of such a relation. The research was carried out based on the survey performed among organisations, and the sample included 558 entities from Poland and 564 from Switzerland. The statistical analysis of the obtained results was carried out using regression analysis with the moderator. Results. The obtained models clearly show that IT reliability is a moderator of the relation between CRM time-of-use and the organisational performance. The theoretical contribution. The obtained results clearly confirm that the existing IT solutions should support CRM, and with such support, this management method is positively influencing the organisational performance. Such a conclusion seems to be an important contribution to the studied field of research, filling the research gap concerning the mechanism of IT support for CRM. It remains consistent with the views from the literature and contributes to their extension.

In these days we don't have to deal with lack ofinformation, products, possibilities ofpurchasing, but with their excess.Consumers are under attack from all directions: before the child in Great Britain reach the age of 18 will see 14.000 ofadvertising spots in television, for average Swedish consumer every day come 3000 marketing messages. This kind ofrush causes in people's minds information's hum. Disorientated clients cannot choose from broad range of proposals.From the deliverer's point of view currently we can observe hipercompetition and from buyers perspective