Впровадження рекомендаційної функції в інформаційній системі управління клієнтськими відносинами у сфері надання послуг

Abstract

The paper describes the operation of beauty industry enterprises and their CRM-systems, emphasizing the online booking module as the central point of client interaction and a key touchpoint for gathering data on customer preferences and behavior. It highlights the benefits of CRM and e-commerce tools for automating core business processes, improving overall service quality, reducing booking errors, optimizing staff workload, and enabling personalized recommendations that enhance the client experience and support long-term loyalty.