The banking sector, particularly in Austria is "overbanked" and "over branched", which increases the challenge to keep the customers loyalty. If they do not receive optimal care, customers will quickly pick another bank and find better service. This form of hybrid customer behavior is called „cherry picking“ and it affects banks greatly. Especially in times of low interest rates and declining margins, a long lasting customer relationship is essential to ensure an ongoing business practice and generate returns with the help of fees and expenses. To retain customers, the „dusty“ and outdated company „bank“ has to offer new opportunities and innovative service. Creating a modern appearance will be necessary to meet the customers expectations. The focus is in the implementation of modern distribution and communication channels. Using Facebook and Twitter is instrumental, but requires constancy to be considered innovative. Introducing more distribution channels does represent a big challenge. Each customer should receive the same service in his habitual quality, regardless of which channel she or he chooses to use. To ensure the appearance of a multi channel bank, during the introduction of new or maintenance of existing electronic distribution channels, an adaptation of its customer relationship management is essential. Only a consistent appearance as a multi channel bank, can lead to a strong customer relationship. This Diploma Thesis deals with necessary adjustments of customer relationship management due to the establishment of new distribution channels. Two Austrian multi channel banks were interviewed. The results of the interviews show on one hand the ne-cessity of multi channel banking. On the other hand the complexity of managing a multi channel bank is presented.