Abstract:

The goal of this paper is to highlight the importance of the Customer Relationship Management in the banking system. For this purpose, by determining the value of the customers in the attraction phase and the loyalty phase, we analyzed the effects of using a Customer Relationship Management software in a bank, software that has the role to establish the customer’s typology in order to give those personalized offers according to their typology. The obtained values in the loyalty phase highlight the importance of implementing such a Customer Relationship Management software in a bank.