This paper aims to investigate the factors influencing the electronic customer relationship management (e-CRM) assimilation in Southeastern European companies. With ICT innovation in mind, a conceptual model was developed, integrating three theories of innovative diffusion. Multivariate techniques, factor analysis, and cluster analysis were applied in order to reduce the number of variables and classify the cases. A discriminant analysis was taken in order to test the reliability of the clustering and to explore the clusters' characteristics. The relationship between cluster categorization and life cycle phases, along with the size of the firm, were all checked against contingency coefficients. When comparing cluster categorization, the research results showed that the significance of technical, organizational and environmental factors changed depending on the phase of the e-CRM assimilation. The results additionally showed that the degree of usage and diffusion of these technologies differs in small to medium enterprises compared to big enterprises. Owing to these findings, which have enabled us to provide insights into the ways in which contextual factors influence the e-CRM assimilation, theorists and practitioners can see the necessary patterns of action.