Multi-channel opportunity management ‒ an exploratory research on the example of tourist industry
Multi-channel opportunity management ‒ an exploratory research on the example of tourist industry

Summary/Abstract: This article examines how opportunity management process is supported through online, telephone, and showroom channels in Polish tourist industry. The research applied a mystery client method in 40 entities. The results of the study indicate that the best performance can be expected as the customer enters the showroom in person, while companies have problems in managing online customer enquiries, and with the continuity of the multi-channel dialogue. This may bring severe losses in marketing conversion, and raises a question of overall proficiency in managing customer relations of entities representing important industry.

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