17. Sustainable Customer Relationship Management in Turkish Banking Sector: A Path to Long-Term Success

Customer relationship management (CRM) strategies must be in line with environmental, social, and governance (ESG) principles as sustainability gains traction in the banking industry. This study investigates sustainability-oriented CRM in the Turkish banking industry. The results show that in order to improve client relations, digitalization is a top priority for both participation and deposit banks. While deposit banks use client feedback to develop customer-centric sustainability efforts, participation banks focus on loyalty programs and multi-channel strategies. Additionally, analytics and data mining are used successfully to better understand consumer behavior and enhance risk management procedures. CRM software is essential for maintaining security and safeguarding customer privacy, both of which increase customer confidence. Campaign management emerges as a strategic tool for promoting sustainable financial products and increasing awareness through social responsibility projects. Social CRM enhances customer engagement through digital loyalty programs, chatbots, and financial inclusion services. Sustainability-oriented CRM not only fosters customer loyalty but also strengthens corporate resilience. As digital transformation accelerates, banks are encouraged to adopt more proactive and innovative approaches to sustainability-driven CRM strategies to ensure long-term success.