The topic of this paper is Relationship Marketing on the example of Privredna banka Zagreb d.o.o. Creating a long-term relationship with customers is the goal of the business that many companies strive for. The well-groomed and long-lasting relationship of the company with its customers is reflected in the continuous business success. Building relationships with clients is a demanding process, but the art of managing relationships and achieving longevity and satisfaction is becoming a bigger challenge. The key to any, including business relationship, is in proper and timely communication that encourages and ensures the creation of relationships. By applying relationship marketing, a company can more successfully solve customer problems, creating, developing and improving a long-term relationship with the aim of achieving mutual satisfaction. Although it did not have an official name, the name customer relationship management, always an important factor in the business of many companies, it was a guideline that offers the company or users of customer relationship management systems the data necessary for successful business. The aim of this paper is to present an example of successful business practice of managing the bank's relations with its customers. Privredna banka Zagreb was chosen as an example, which has been achieving the highest market share in the retail business sector for many years.