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The article presents the best practices for the implementation of CRM ("Customer Relationship Management") systems in retail banking sector and discusses the theoretical and managerial implications. We conducted three case studies in three Canadian banks and identified twenty one best practices. These practices have been further enhanced using a Delphi survey that has been conducted with the participation of eighteen experts in various fields such as information technology, finance, project management, and strategic management. Moreover, some key factors have been given a priority rating. DOI: 10.5901/mjss.2013.v4n9p674

La Stratégie CRM (Customer Relationship Management) dans les Banques de Détail : Les Facteurs-Clés de Succès