The client-centric approach in the field of alternative tourism – a tool for generating income

The formation of the modern socio-economic environment, the development of the service economy, the reorientation of the organization's development strategy in a situation of socio-economic turbulence significantly adjusts the policies of companies in the tourism sector of the economy and determines the urgent need to build and implement customer-oriented trajectories and management activities.This publication examines the origins and development of the "customer-centric approach" in the organization. It clarifies the content of the term "customer focus" as a tool for the formation and development of an organization in conditions of socio-economic instability. This is necessary because the analysis of the scientific literature shows that there is no single conceptual approach for defining customer focus. It has also been found that both practitioners and theorists use different terminology to define the nature and content of the term 'customer focus' The modern external environment creates unstable conditions for the long-term sustainability and development of organizations focused on offering services. Their activity is characterized by increased competition, dynamic saturation of the market supply, transformation of the "seller's market" into a "buyer's market", the rapid obsolescence of the marketing technologies used, unfair competition and customers looking for variety. Therefore, organizations are forced to develop and introduce new marketing and management tools. They need to adapt quickly to changing environmental conditions and anticipate options for dealing with economic shocks. The process of adapting to such changes in organizations, characterized by a complex organizational structure, multi-level management and bureaucratic process in making managerial decisions, along with the economic instability of business processes is an even more difficult problem to solve. The authors agree that customer focus is a basic and effective tool for organizing customer relationships. This is the way to secure a stable income. A customer-centric approach in the service organization can be an indispensable element of the adaptation policy in a turbulent and unstable external environment.