COACHING IN CUSTOMER RELATIONSHIPS MANAGEMENT IN RECREATION SERVICES

Authors

  • Ryszard Panfil Akademia Wychowania Fizycznego we Wrocławiu Instytut Turystyki i Rekreacji

DOI:

https://doi.org/10.29015/cerem.247

Keywords:

marketing, coaching-based sales tools, customer loyalty, effectiveness, sport, recreation

Abstract

Based on the analysis of publications related to customer relationship management and coaching of these relationships developed by the author, the article presents a hybrid method of coaching customer relationship management. In this concept, coaching is understood as a tool for increasing the travel agency's effectiveness of sales through interactive, intellectual (both emotional and rational) support that a sales representative (a coach) gives to a coached customer to help him develop his competence in recreation. Coaching customer relationship management used in selling recreation services includes three phases: firstly, supporting the customer in the process of self-identifying his situation (his needs, abilities and limitations in pursuing recreation); secondly, a way of presenting the customer with a list of available products and facilitating his choice; thirdly, realizing goals of each transaction, including the customer’s goals (that is, a purchase of useful and attractive product for a decent price) and the travel agency’s goals (gaining financial profit and a loyal customer).

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Issue

Vol. 15 No. 6 (2015)

Section

Articles

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