提高客户关系的主要因素是增加客户忠诚度，增加客户保留，增加每个客户的利润，增加客户的收购和增加客户关系。客户关系应该被看作是一个昂贵的积极特征，是为了设法把焦点从营销的角度为提高“客户关系价值”（Wayland和Cole，1997）。公司通过建立客户关系建立自己的持续竞争优势。CRM是一个商业和信息技术（IT）的纪律，使用信息系统整合所有的业务流程，围绕着公司的互动与客户在销售，营销和服务。它旨在识别客户（例如，他们是谁，他们做什么，他们喜欢什么？）从多方面的角度来看，这是一个竞争差异源（Kalakota &鲁滨孙，1999）。金融服务的特点可以通过大量客户和私人，他们快速的和个人的需要，这样的公司提供他们的方式是电子商务发展的相关（西博尔德& Marshak，1998）。基于这一点，银行如何开展服务，满足客户需求，加强与客户的关系，发展以客户关系管理为导向的竞争优势。大多数CRM项目是高度分散的，缺乏客户的关注，然后不能达到他们的目标。
The main factors that will be used for increasing the customer relation are increasing customer loyalty, increasing customer retention, increase profit per customer, increase acquisition of customers and increased customer relationship. Customer relationship should be viewed as an expensive positive feature and be managed well in order to switch the focus from the view of marketing into the improvement of "customer relationship value" (Wayland & Cole, 1997,).Companies establish their sustaining competitive advantage by creating customer intimacy. CRM is both a business and information technology (IT) discipline that uses information systems to integrate all of the business processes surrounding a firm's interactions with its customers in sales, marketing, and service. It seeks to recognize customers (for example, who are they, what do they do, and what they like?) from a multifaceted perspective, and it is a source of competitive differentiation (Kalakota & Robinson, 1999). Financial service could be characterized by the large number of customers and the private, fast and personal needs of them, such that the way a firm delivers them is relevant to its EC development (Seybold & Marshak, 1998). With this point, how banks initiate their services, satisfy customers' needs, strengthen the relationship with customers, and develop their CRM-oriented are the sources of competitive advantage. Most CRM projects are highly fragmented, lack customer focus, and then fail to meet their objectives.