Grechyn, A.

Lazutkina, A.

English

Scientific hub Dnipro University of Technology

Grechyn A.A. Lazutkina, research supervisorOdessa National Academy of Food TechnologiesCRM TECHNOLOGIES IN THE HOSPITALITY INDUSTRYCustomer relationship marketing (CRM) – is a concept and a businessstrategy aimed for building a sustainable business, the core of which is a"customer-centric" attitude.This strategy is based on the use of advanced management and informationtechnology, with which the company collects information about its customers at allstages of its life cycle (attraction, retention, loyalty), extracts the knowledge anduse this knowledge for the benefit of their business by building a mutuallybeneficial relationship with them.CRM systems have become necessary in a highly competitive market, wherethe customer is in focus. The main task of CRM systems – is the improve of  theefficiency of business processes, centered in the front office, aimed at attractingand retaining customers - in marketing, sales, service, independently on thechannel through which the customer contact with company.The effect of implementing CRM is manifested in decision-making processthrough automation is transferred to a lower level and unified. This increases thespeed of response to queries, increasing the rate of turnover and lower costs.Finally, CRM includes ideology and technology of the history of relationsbetween the client and the company that allows you to plan business more clearlyand improve its stability.Why is CRM is effective today:• The average cost to acquire a new customer is five times more thanretaining an existing one.• The most part of companies from the Fortune 500 list, loses 50% of itscustomers every 5 years.• A satisfied customer will tell about a successful purchase an average of5 to your friends. Dissatisfied - at least 10.• Most customers pay off only after a year of working with them (so, ifthe client "left" until that time, he brought a loss)• Increase the percentage of customer retention by 5%, increase profit by50-100%.• About 50% of existing customers are not profitable due to thecommunication with them.• An average company contacts an existing client  4 times a year and thepotential - 6 times.• Companies which provide CRM services promise to increase businessprofitability in dozen times, and the profitability of projects - from 200 to 800per cent for 2-3 years.The essence of CRM is that the most coveted and lucrative client has theright to immediate and exclusive services. In addition, the concept of CRMfocuses on long-term business relationship with the client. In particular, theclient, even a little, but regularly using the product or service for a long periodof time, is usually more profitable for the company than the customer whomakes even a large but random order. The first entitled to the best service andgreat discounts.Implementation of CRM technology in the hospitality industry is anintegral part of running a successful business. Since the guest and provision ofaccommodation are the most important elements of the hotel, therefore, everyeffort hoteliers should focus on the most comfortable accommodation and theprovision of services to clients. Trust and loyalty of consumers to the hotelplays an important role in the hospitality industry, and the problem is to create apositive and pleasant feeling of a guest when he visits hotel.A successful business requires a certain amount of regular clients, whoare confident in the quality of services and it is necessary to develop theconfidence and provide quality service consistently. It is also important to givean individual attitude to each client, which can be achieved through the use ofCRM. Consumer, satisfied with the level of service and maintenance is loyaland will use the services of the hotel next time, as well as will advise it to hisfriends, who, in this case, become potential customers of a hotel.The consumer prefers to be treated with respect. He wants his preferencesto be accepted and his needs to be previewed. Therefore the use of CRMtechnology in business, in particular the hotel, is a necessary component.

CRM TECHNOLOGIES IN THE HOSPITALITY INDUSTRY

http://ir.nmu.org.ua/bitstream/handle/123456789/1553/%d0%94%d0%be%d0%ba%d1%83%d0%bc%d0%b5%d0%bd%d1%8218.pdf?sequence=1&isAllowed=y

CRM TECHNOLOGIES IN THE HOSPITALITY INDUSTRY

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