Customer relationship management and the role of education in the CRM practices in banking sector in Turkey

To set up a long term profitable relation with customers and to continue this relationto gain customer loyalty has always been an aim for the enterprises. In the new economy,with the technology there has been important developments in the way of this aim. As aresult of this to manage customer relations more effective and productive, to set up one toone relation became much more easy and fast. So it is now possible to set up one to onerelation with much more customers. But, since customers can reach knowledge easier,decision is selective and expectations are increased.Especially in e-business models, by presenting more alternatives in a fastier andeasier way, customers can demand most suitable products or services and change thesatisfaction level. With using technology now, it is easier to collect data of customers at thecustomer touch points (showroom, branch, web page, call-center, ATM and point of sale).By analysing the collected data by data mining applications it is possible to practice aneffective marketing strategy. Although in the past,it was difficult to set up one to onerelationship with the customers because of cost and timing, now it is possible.With this research in banking sector, it is aimed to show the importants of CustomerRelationship Management practices and education in this field. In the first of threeparts,some concepts about Customer Relationship Management and the details of this subjectare told. In the second of part there are information about banking and CRM in banks andeducations of CRM. In the third part where a field research is placed, there are analysisesand results of the survey about Customer Relationship Management.At the end of the research it is seen that generally banks outsource about CRM, theyneed special automation and use CRM softwares. The employers are educated in this fieldand banks progress education programs for their employers. In the phases of CRM ?havingthe customer? phase is seen to be the most important one and it is possible to say that CRMis practiced in banking sector much more then others. An other result of the research is thatCRM increases the variety of products and services and education has an important effect onthis practices.