Canyon Ranch Case Study

Topics: Customer relationship management, Customer service, Term Pages: 3 (917 words) Published: November 13, 2012
The critique committee has recommended that no action be taken at the current time in regards to integrating or re-fabricating our information system to incorporate a Customer Relationship Management (CRM) strategy. Their reasoning was the following: 1.)Major organizational change will occur due to implementation of the new software 2.)Major cost for the company for implementation and training 3.)Current programs are underutilized and there is lack of training As the board of directors we believe that the critique committee has overlooked the goal of Canyon Ranch and that the advising group has provided convincing evidence that implementing the POS system will provide significant long-term benefits. What sets Canyon Ranch's apart from their competitors is there incomparable attention to their guests needs. After all Canyon Ranch is all about the Customers. It is not just a vacation but an "experience" to improve the customer’s quality of life. In order to continue to grow the business and maintain their reputation as the "Gold Standard" of the spa industry, Canyon Ranch must continue to enhance their capabilities of providing the best in customer services and needs. By implementing an effective CRM strategy we will be capable of quickly and efficiently providing employees & more importantly the customers with an abundant amount of information to further enhance their "experience". Canyon Ranch offers an abundance of services and activities under one roof and in a variety of different locations. The ability to have an efficient CRM system solution that incorporates each customer’s data truly opens the doors for future opportunities to personalize the relationship with customers and enhance the experience. Although, not mentioned by the critique committee one fear throughout the industry is that too much technology would ruin the experience. The goal of the CRM strategy system is not to hound customers with technology but to act as a tool to enhance and...
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