PRACTICAL ASPECTS OF APPLICATION OF CRM-SYSTEMS IN ACTIVITIES OF TOURIST ENTERPRISES

Abstract

The role and importance of information systems, in particular CRM, in the conditions of macroeconomic instability and digitalization of the economy are considered. The peculiarities of CRM-systems application in tourism activity are determined, which create preconditions for corporate software for marketing, sales, customer service, content management and operations, allow timely notification of customers, offer the most favorable conditions and control all business processes of tourism. It is proved that CRM is a special approach to the tourism business, in which the first priority of the company is the customer and meet his needs. The main tasks that allow tourism companies to solve using CRM, in particular the formation of customer base, automation of business processes, improving the efficiency of personnel management, sales management and the formation of analytics. The main marketing tasks that CRMs solve with the help of CRM are identified, their content is determined and it depends on the benefits that the tourism business and customers receive. It is determined that the main indicators of CRM-system efficiency include: stability of appeals and resale; sales performance; profitability of transactions; number of sales, revenue; percentage of customer retention; costs associated with sales and advertising campaigns; efficiency of interaction with clients; consumer commitment to the brand. The practice of application of CRM-systems by tourist enterprises is considered on a concrete example. The necessity of using CRM-systems by tourist enterprises is substantiated. It has been proven that CRM is a relevant platform for all business units, used to build effective interaction of enterprises with their customers and meet all their needs. These systems create real preconditions for the application of customer-oriented approach by tourism enterprises, contribute to the formation of their stable long-term position in the market.