Due to the fierce rivalry in the banking sector, where the race to gain greater market share and retain the greatest possible number of customers is still on, and taking into account banks' poorly differentiated offerings, effective customer relationship management (CRM) is a critical tool for achieving better business results. The aim of this paper is to identify the characteristics of a modern approach to customer relationship management, as well as the factors that affect its effective implementation, in order to achieve long-term and mutually beneficial relationships between banks and users of banking products and services.

KEYWORDS: Banking Sector, CRM, Beneficial Relationship, Banking Products.