Browsing by Author "DEBBOU Djida KORDJANI Ikram"

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    L’impact du CRM sur l’amélioration de la fidélisation des clients dans le secteur bancaire Cas de: « Banque de Développement Locale »
    (Ecole Superieure De Managment Tlemcen, 2022) DEBBOU Djida KORDJANI Ikram
    Today, the relational phenomenon is one of the variables of the company. Different sectors, especially the service sector, must consider the customer as a major source of revenue and an important factor contributing to the long-term growth of the business. In this opinion, the company uses a modern technological tool, namely Known as CRM (Customer Relationship Management); a tool to build lasting relationships with customers, listen to them, Collaborate effectively to satisfy and retain them with the aim of accelerating growth and improving the company's competitiveness. The CRM gives the ability to easily identify loyal customers, who are also the most commendable. Indeed, in addition to buying more often, they tend to increase their average basket. It is therefore in a company's interest to keep them. Rewarding the most commendable customers is particularly effective in retaining them. In this book, we will choose to analyze CRM in the local development bank "BDL" and then provide some answers on the impact of this tool on customer loyalty. The results obtained show that the CRM tool enables BDL to increase its efficiency, thus improve its market share and retain its customers over the long term.