Bakhti Ouissem Kadira Aissani Ilyes2026-10-122022https://dspace.esm-tlemcen.dz/handle/123456789/445The digitalization of customer relationship management processes constitutes the central topic of this master's thesis. It extensively examines the approaches to digitizing business operations, with a particular emphasis on automating daily tasks and digit izing CRM practices using technological tools. This transformation aims to enhance the customer experience by streamlining internal processes, reducing administrative costs, and facilitating data-driven decision-making through improved data visualization. Within the specific context of Alliance insurance, this thesis presents a concrete proposition: the implementation of a dedicated CRM software solution. This software provides automated and optimized communication, resulting in enhanced transparency in CRM practices. By recognizing the added value of technological tools as a competitive advantage, Alliance insurance can capitalize on this digitalization to achieve a favorable market position."frThesis