Uso do Sistema RD Station CRM como estratégia de marketing digital e vendas na modalidade de franquias: o caso da foco turismo e receptivo (Natal/RN)

Abstract

With the advancement of technology in the tourism sector resulting mainly from the COVID-19 pandemic, Virtual Agencies (OTAs) have gained prominence, as they have become a recurring choice for tourists when purchasing tourist products and services. This intensifies competition, especially online. That said, the research aims to analyze how the use of the RD Station CRM system is linked to digital marketing and sales strategies in the franchise modality of the Foco Turismo e Receptivo agency. The methodology adopted is exploratory-descriptive in nature, with a qualitative approach, whose universe is limited to 8 (eight) participants who reside in different locations in Brazil and work as franchised consultants of Foco Turismo, using RD Station CRM routinely in their tasks as travel agents and end customer service. Data collection occurred through the application of a questionnaire, with a semi-structured interview that includes 1 (one) question about the interviewee's profile and 9 (nine) specific questions related to the research themes. RD Station CRM plays a crucial role in Foco Turismo's strategies, aligning with customer expectations and acting as a guide for marketing campaigns. This innovative approach optimized processes in the company and resulted in the success of the franchises. The study highlights the versatility of CRM in various sectors, especially in travel agency franchises, improving customer experience and sales. In practical terms, the case study presents CRM as an essential tool for travel agencies, providing organization in process, avoiding customer loss, strengthening bonds and promoting customer loyalty.