soxumis saxelmwifo universiteti

DEVI SHONIATHE CUSTOMER RELATIONSHIP MANAGEMENTSYSTEM (CRM) AND ITS IMPACTON THE PROFITABILITY OF COMPANIESIn Georgia and in the Black Sea resorts on the whole the touristbusiness is developing very fast. The competition for securing consumersin certain directions of the tourist business has heightened. The companiesare no longer able to curtail their tariffs to draw the clients. It only remainsfor them to join in the competition by qualitative indices, i.e by improvingthe work with the clients and the service level. All this is the sphere ofCRM, i.e. of the Customer Relationship Management. CRM is an overview,a strategy and an ideology the basis of which is a client – orientedbusiness.Its introduction will enable the company to retain and increase itsown “Gold Fund” - the loyal clients. It serves, on the one hand, the purposeof satisfying and maintaining the clients and, on the other hand, it ensuresthe optimization of the company activity. Making investments in theCRM system implies the increase of the loyalty of the clients as the marketingactive. At present to engender the consumer’s loyalty CRM systemshave been widely used in the whole world. The effective,value-orientedstrategic tasks of the CRM system activity are as follows: the reorganizationof the company in relation to the personnel, the management, the infrastructureand the market processes; the raise of the revenues; the improvementof the consumer’s experience; Maintaining the informationbase of the consumers’ and its expansion; the growth of the level of theconsumers’s loyalty; the advance of the product innovation; the improvementof the selling accountability; the decrease of a business risk. Thereare different methods of estimation of the Customer Relationship Managementsystem effectiveness. The selection of the CRM sy and the estinntionob its effectiveness stem in the given field is at present very actual. InGeorgia,in fact,there doesn’t exist a CRM system wholly integrated in thecompanies.In some companies theme are inculcated certain elements ofCRM. But none of them can be considered perfect yet. A successful inculcationof a CRM system depends, birst of all, on the readiness of the company,thecorrect choice of the system and on the clear formulation of thegiven task. Not taking into account all the aspects mentioned above leadseventually to the ineffectiveness and irrealizability.72