Communication is the most valuable skill that individuals can bring to the business environment, but it is also the most challenging skill. Business communication today combines the timeless basics of communication with modern media skills. In the business world, the skill of communicating with customers is becoming more and more important, and the consumer's behavior and his decision to buy will often depend on his communication with the company whose product he wants to buy. Ethical communication is the foundation for building consumer trust, which leads to satisfaction and loyalty. The subject of this paper is the role of communication in establishing relationships with clients. The goals of the work are: to show the importance of communication when establishing relationships with clients; show the impact of communications on consumer behavior, as well as on their satisfaction and loyalty; and using an example from practice to show a successful model of managing client relations and creating a satisfied and loyal client. Customer relationship management is the foundation of any successful business. One of the positive examples of customer relationship management is certainly the company Amazon. Amazon CRM ranks high on the charts of the near-perfect sales CRM system. Amazon is known for customer relationship management. Polls have ranked it as the most trusted place to shop online in America. Loyalty programs are also linked to the successful management of customer relations. Loyalty programs are on the rise as companies look for more ways to engage customers. When analyzing Amazon, it is evident that the company does not have a traditional loyalty program. However, customers have a strong attachment to Amazon e-commerce and are satisfied with it. Customer satisfaction is one of the best tools for successful business. Satisfied customers usually come back and buy more, which is evident in Amazon's business results. Amazon customer loyalty starts with a great customer experience.