Canyon Ranch
Due September 22, 2009
1. What is the value of customer information to Canyon Ranch? To Canyon Ranch, customer information is vital in order to successfully implement their business model. The value that it provides to the business is the ability to understand each customer’s unique needs and provide appropriate alternatives that will allow each guest to achieve their individual goals. This is essential for Canyon Ranch to attain its mission to “inspire people to make a commitment to healthy living, turning hopes and intentions into the highest enjoyment of life” (www.canyonranch.com/inspiration/mission). By gathering and sharing guests’ information, Canyon Ranch can assimilate it to “understand their customers, built loyalty, and cross-sell its offerings” (Applegate , Austin, Soule page 156), all of which are critical to the success of the business. The VP of Marketing was quoted saying “everyone experiences a different Canyon Ranch; we’ll meet you where you are” (Applegate , Austin, Soule page 156). If the company doesn’t know ‘where that is’, they will never be able to live up to this pledge. Their customers are looking for a Ritz-like experience, not a ‘Marriott’ experience. They want unique, custom opportunities and to miss the details pertinent to each customer could cost Canyon Ranch their competitive edge. Canyon Ranch has been regarded as the “gold standard in the industry” (Applegate , Austin, Soule page 156). To maintain this standard, they must know their customer better than they know themselves. This is only possible by gathering and assimilating quality customer information.
2. As CIO, how would you make the case for CRM and BI systems at Canyon Ranch? The case for Business Intelligence (BI) and Customer Relationship Management (CRM) systems is simple: Canyon Ranch is unable to provide the level of service across all locations without the information that both systems provide. BI data is needed to understand general
1. What is the value of customer information to Canyon Ranch? To Canyon Ranch, customer information is vital in order to successfully implement their business model. The value that it provides to the business is the ability to understand each customer’s unique needs and provide appropriate alternatives that will allow each guest to achieve their individual goals. This is essential for Canyon Ranch to attain its mission to “inspire people to make a commitment to healthy living, turning hopes and intentions into the highest enjoyment of life” (www.canyonranch.com/inspiration/mission). By gathering and sharing guests’ information, Canyon Ranch can assimilate it to “understand their customers, built loyalty, and cross-sell its offerings” (Applegate , Austin, Soule page 156), all of which are critical to the success of the business. The VP of Marketing was quoted saying “everyone experiences a different Canyon Ranch; we’ll meet you where you are” (Applegate , Austin, Soule page 156). If the company doesn’t know ‘where that is’, they will never be able to live up to this pledge. Their customers are looking for a Ritz-like experience, not a ‘Marriott’ experience. They want unique, custom opportunities and to miss the details pertinent to each customer could cost Canyon Ranch their competitive edge. Canyon Ranch has been regarded as the “gold standard in the industry” (Applegate , Austin, Soule page 156). To maintain this standard, they must know their customer better than they know themselves. This is only possible by gathering and assimilating quality customer information.
2. As CIO, how would you make the case for CRM and BI systems at Canyon Ranch? The case for Business Intelligence (BI) and Customer Relationship Management (CRM) systems is simple: Canyon Ranch is unable to provide the level of service across all locations without the information that both systems provide. BI data is needed to understand general