Customer relationship management is one of the techniques that was
defined and developed in the 90's along with the development of
information and communication technologies as an important approach in
business and with the aim of returning to personal marketing. In
general, changing the behavior of customers in financial and service
institutions, especially in banks, due to the monetary nature of their
activities is more sensitive and requires accurate and timely planning
by the managers of the banking and service network. A customer in a bank
equals at least one asset. Today, banking is obliged to see itself in
the mirror of the customer and try to understand the wishes and desires
of its customers in a competitive environment and do something that the
customer is completely satisfied with his bank. In today's marketing,
the cost of losing a customer equals the loss of the benefits of the
services that the customer needs throughout his or her lifetime, and
this is a wake-up call for the bank.