Роль інформаційних технологій в управлінні клієнтоорієнтованістю туристичних підприємств

Abstract

У роботі розкрито необхідність та переваги запровадження інформаційних систем управління взаємовідносинами з клієнтами (CRM-систем) як сучасного інструменту маркетингових клієнтоорієнтованих технологій управління туристичними підприємствами. Охарактеризовано проблеми впровадження інструментів CRM у діяльність туристичних підприємств із погляду керівників та персоналу; визначено переваги CRM-системи та її комплексний вплив на результативність туристичного підприємства; запропоновано структурно-логічну схему практичного застосування CRM-системи, що орієнтована на адаптацію та інтеграцію і забезпечує ефективну інформаційну взаємодію та координацію діяльності суб’єктів туристичної діяльності; встановлено критерії ефективності запровадження інформаційних CRM-систем з огляду на ключові результати та показники діяльності туристичного підприємства.

The paper reveals the need and advantages of introducing customer relationship management information systems (CRM-systems) as a modern tool for marketing customer-oriented technologies for managing tourism enterprises. The problems of introduction of CRM tools in the activity of tourist enterprises from the point of view of managers and staff are characterized and the advantages of CRM-system and its complex influence on the efficiency of the tourist enterprise are determined; proposed structural and logical scheme of practical application of CRM-system, focused on adaptation and integration and provides effective information interaction and coordination of tourism entities, established criteria for effective implementation of CRM-information systems based on key results and performance of tourism enterprises. The introduction of modern customer-oriented systems in the activities of tourism enterprises is a complex deterministic process. The key shaping factors of the implementation effectiveness of CRM-systems are as follows: technological readiness, information security, staff competence and effective information technologies that are implemented. One of the main tasks of interaction management is the development of information technology architecture, focused on adaptation and integration, which provides effective information interaction and coordination of the subjects of marketing interaction. The complex influence on the CRM-system of the tourist enterprise is carried out due to to several components of the internal environment: a set of technological solutions that determines the nature of managerial influence, the choice of specific technologies of customer service, the pace of innovative development of CRM-system; Information-analytical base, which is formed during the use of CRM technologies and provides the necessary data analytical elements of the enterprise management system; analytical process, which is provided by appropriate methods of analysis, which are used on the basis of the competencies of the personnel of the enterprise. It is necessary to allocate the basic indicators of efficiency of CRM-system: constancy of addresses and repeated sales; cross-selling (purchase of additional goods and services); sales performance (percentage of successful sales); profitability of transactions; number of sales; number of withdrawals from agreements; revenue; time of each stage of the agreement; percentage of customer retention; costs associated with sales and marketing campaigns; efficiency of interaction with clients; NPS (consumer / brand commitment index). Under the conditions of synergetic combination of these components there is a managerial enrichment of information and marketing activities of the enterprise. Which in turn is reflected in the growth of quality and targeting of services, the overall intensity and quality of customer service, increasing the productivity of human resources and most importantly – the growth of the overall level of competitiveness of the tourism enterprise. This aspect is an important argument that emphasizes the needs for further CRM-technologies integration into the management system of tourism enterprises.