La gestion de la relation client dans les banques: un outil de fidélisation du client The customer relationship management in banks: a customer loyalty tool

Abstract

In front of an arduous competition, and a more informed and demanding customers, banks now have one goal in mind; maintain their market share, and especially their customers share. To achieve their goal, banks must implement a customer relationship management strategy. Thus, this article aims to shed light on the importance of customer relationship management in banks, in order to better know their customers, satisfy their needs, and make of them loyal customers while increasing their profitabilities