Customer database creation and analysis for small-sized tourism agency in South Karelia

Abstract

The objective of this constructive research was to create a low-budget customer database for small-sized tourism agency to optimize company’s data management, working routine, customer service, and to gain knowledge from customer data to create a competitive advantage, and to meet the provisions of General Data Protection Regulations of the European Union.

The theoretical part of the thesis was supported by various sources like books, articles, regulations from the law, the Internet and the author’s personal experience. The raw data for the empirical part of the thesis was provided by the partner company. The empirical part was naturally divided into data processing, the creation of a database, and following data analysis.

As a result of this thesis, a database with records of almost 6,000 customers and nearly 10,000 services provided was created. Analysis of customer data produced on its basis was visualized in several graphs. The thesis formed an understanding of the importance of careful and structured storing and processing of customer data, as well as its marketing benefit. The database with the results of the analysis and the basic rules of data storing were handed out to the tourism agency.