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Aware that the product alone is no longer at the heart of the market, banks are entering a context of heightened competition, while at the same time working around a new issue: the customer as king. The customer makes rational consumer choices based on his or her expectations and needs. Banking institutions therefore have to adapt day after day, not only to meet their customers' needs, but also to increase their lifecycle, i.e. build loyalty. This means focusing their entire strategy on the services and products they offer their customers. What's more, the trend towards optimizing company costs also greatly favors customer loyalty, since it's five times more expensive to win over a new customer than to retain an existing one. The logic is simple: gather as much information as possible about your customer, and listen to what they have to say in order to satisfy them and keep them for the long term. This information management requires a structural reorganization of the company in order to integrate the system, but also a shared commitment to making it optimal.