Customer relationship management and customer satisfaction relationship: Research in a individual pension company

In recent years, CRM is one of the most important issues in the field of management. CRM is a system that brings people, processes, strategies and technologies together for blending and combining. In this context, the aim is gathering the most accurate information about customers then processing to make customers insight. Customer insight helps to companies to shape their strategies. Companies will be able to segment their customers with the help of CRM so they provide to the most important customers products and services in accordance with their wishes, in this way they will be able to create loyal customers. Companies will become more profitable and costs manageable in the help of CRM and loyal customers. CRM teaches customer based thinking to any rganization. Insurance companies prepare their tariff using too much data and statistical techniques. In addition, insurance companies sell the risks in some product groups to reinsurance companies with some special agreements. In this study, the method of creating loyal customers have been mentioned not only with customer behaviors (price, discount coupons etc) but also their attitudinal behaviors (emotional, psychological etc)