Evaluating of CRM in Banking Sector: A Case Study on Employees of Banks in Konya

Customer relationship management approach is mainly a process. In order to realize this process some elements are required. In this process business apply CRM in four stages: Identification, Differentiation, Interaction and Customization. The aim of this study is to make an attempt the CRM practices in the context of banking services. Hereby this study has been conducted in the branches of banks, which give individual/commercial services in Konya, applying the Customer Relations Management. Surveying method has been used in order to collect data. The employees of these banks who work in the sales and marketing department of the branches participated in the survey. Finally the results and suggestions related to the analysis results have also been introduced in the study.