Collecting and processing customers' data in order to optimize supply for mutual benefit. This is a brief definition of a very complex customer relationship management system, namely CRM. CRM is much more than a data collecting or just a data collection program. It is, in fact, one whole business plan where profit is generated indirectly from the main goal, which is to satisfy the customer's needs. The way to achieve this is to offer the customer, according to his inclinations, preferences and other indicators, a product which one needs, but was not aware of it. Successful implementation of such a system of functioning within an organization requires the synergy of absolutely all departments, i.e. "everyone must think as one" in the direction of customers' satisfaction. The CRM way of doing business is quite expensive financially, it is a time-consuming process that requires excellence, but in the end, it is rewarded with the best customer and the best customers are loyal ones. A loyal customer has patience when waiting for a service, he understands when a product or service is not working properly, he will give the best suggestions for improving the quality of business, and most importantly, he is inclined to accept the suggestion in the form of a new product or service. Banks and banking systems largely depend on loyal customers.We can say that customers are of crucial importance for the survival of the banking system, they are the most valuable thing a bank owns- customers and information about them. For this reason, banks are the pioneers in the development of CRM business, and the greatest progress and results of using CRM system is seen in the banking business. The ability to adapt to customers and their needs in banking system is great, which is also the reason why banks need to remain at the forefront of development and progress in managing customer relationships.