Abstract
Since a few years, many banks have adopted strategies of Customer Relationship Management. CRM can be defined as an approach based on new communication and information technologies, in order to identify the customers' needs and expectations to provide them with adapted products and services. One of the objectives of this method for a firm is to make customers more loyal and to build a long-term relationship with its clients, which will high chances in resulting to an increase in profits.
To implement this new type of relationship with their customers, banks call on relational marketing which is very popular among services firms like banks, and new information and communication technologies, in order to reconcile in real time the clients' expectations with the available supply. Faced with this major challenge of implementing a CRM system, banks wonder about the methods and tools to use in order to better monitor the relationship with the customers.
