პროცესების ავტომატიზაცია კლიენტებთან ურთიერთობის სფეროში

In Georgia as well as in the whole world, the hotels industry is expending day by day. Increasing competition, forced companies to reconsider existing, customer relationship practice and deal their competitors with updated approaches and strategies.
In our country, the hospitality industry is developing at a fast pace and hotels also have to be developed at the same pace. In the conditions of growing competition, it is more difficult to satisfy customer requirements. It is not enough for them just to get the desired product and service.
The goal of our research was to show the customer relationship management experience in the Georgian hotels industry. In the study, in order to collect the primary data, we developed a questionnaire. We sent questionnaires to the leading Georgian hotels industry companies. The main contributory factor for selection respondents was that, CRM tools are actively involved in their companies. Analysis of the received data was done with quantitative method.
The research has shown that the leading hotels management attaches great importance to customer relationships. The hotels have customer relations management departments, who dialy make CRM policy evaluation, software and database updates.
Based on the research, we can conclude that CRM has a significant impact on the market share of the company. Successful implementation of CRM is directly related to the company's sales and profit growth. Companies must share CRM as an integral part of their everyday activities and should provide it with required maturities and other resources. CRM will help the Companions be more competitive and be able to satisfy clients' constantly changing needs.