Economic aspects of the introduction of CRM systems in the activities of sanatorium-resort organizations
Abstract. In the context of rapid digital technology development and intensified competition in the health resort services market, studying the economic aspects of CRM system implementation becomes particularly relevant. Traditional customer relationship management methods often prove insufficient for ensuring consistent growth in financial performance and cost optimization, posing a challenge for modern health resort organizations. The purpose of the study is to evaluate the economic aspects of implementing CRM systems in the activities of sanatorium-resort organizations by identifying key ways to optimize the costs of their acquisition, configuration and operation in order to improve the efficiency of customer base management and increase competitiveness. The findings indicate that integrating CRM systems significantly reduces operating expenses, improves service quality, and increases repeat customer business. The key conclusions highlight the substantial potential of CRM technologies as a tool for digital transformation, optimizing business processes and enhancing financial outcomes in health resort organizations.
Keywords: CRM systems, health resort organizations, economic efficiency, financial performance, cost optimization, digital transformation, business processes.
Highlights:
- sanatorium and resort organizations are forced to switch to digital technologies in order to work effectively with clients in conditions of fierce competition;
- the implementation of CRM systems optimizes costs by automating processes and improving financial indicators;
- the use of CRM systems provides personalized service, contributing to the formation of a loyal client base and the sustainable development of the sanatorium and resort services sector.
Tatiana E. Gvarliani, Artur 0. Altunyan - Sochi State University, Sochi, Russia