This paper gives a brief description of important concepts in banking, describes the development of banking throughout history and the development e-banking. It points out the differences between traditional and modern banking and the advantages and disadvantages of e-banking. Given that customer expectations are at the highest level, banks need to dedicate themselves to getting to know their customers at an intuitive level, in which technology helps them greatly, but it is crucial to establish a customer-oriented organization. The application of CRM (customer relationship management) system enables the creation of long-term value for the company, so the banks by applying the system achieve better relationships with their customers and increase their profitability by retaining the largest customers. The application of predictive analytics in banking, which is also described in the paper, also plays an important role in retaining the largest clients. Successful information management is of paramount importance to any successful organization. In today's business world, more efforts are needed to attract new customers than to retain existing ones, so organizations strive to offer personalized products and services that show interest in their existing customers and create added value. The paper also presents the offer of personalized products and services in selected banks, specifically Privredna banka Zagreb d.d., Zagrebačka banka d.d. and Erste Bank d.d.