Case 1-3 Canyon Ranch
Case 1-3 Canyon Ranch
Table of Contents
1. Summary of the problem 3
2. The technology that is used to analyze the case and the technology that was discussed in the case. 3
3. Summary of Available Information 3
4. Pre-Analysis of the study 4
5. The analysis section 4
6. Recommendations 7
References 8
Lessons learned from the case 9
Meeting minutes 9
Case 1-3 Canyon Ranch
Summary of the problem
In spite of dramatic growth of the spa industry, little attention is still paid to information technologies, thus, operations remain low tech. As CIO at Canyon Ranch, based on the customer information available to Ranch Canyon, it is necessary to decide how to build effective customer relationship management (CRM) and business intelligence systems at Canyon Ranch. It is also important to analyse the impact these systems would have on the Canyon’s Ranch strategy and capabilities.
The technology that is used to analyze the case and the technology that was discussed in the case.
MS Word application is used to analyse this case. Computerized Lodging Systems (CLS) – a UNIX-based legacy application written in BASIC that the company has been using since 1986 through multiple versions is under investigation.
Summary of Available Information
1. Canyon Ranch Business Units. 2. Canyon Ranch Services. 3. New Services and Sample Packages and Services. 4. Canyon Ranch customer profile. 5. Canyon Ranch Rates and Packages. 6. The structure of the spa industry. 7. Overview of the Information Technology (IT) at Canyon Ranch.
Pre-Analysis of the study
Computerisation was always seen as a thread rather than an opportunity for the spa industry, since many spa visitors were seeking an escape from their technology-intensive world. However, competition and the realities of current market
Table of Contents
1. Summary of the problem 3
2. The technology that is used to analyze the case and the technology that was discussed in the case. 3
3. Summary of Available Information 3
4. Pre-Analysis of the study 4
5. The analysis section 4
6. Recommendations 7
References 8
Lessons learned from the case 9
Meeting minutes 9
Case 1-3 Canyon Ranch
Summary of the problem
In spite of dramatic growth of the spa industry, little attention is still paid to information technologies, thus, operations remain low tech. As CIO at Canyon Ranch, based on the customer information available to Ranch Canyon, it is necessary to decide how to build effective customer relationship management (CRM) and business intelligence systems at Canyon Ranch. It is also important to analyse the impact these systems would have on the Canyon’s Ranch strategy and capabilities.
The technology that is used to analyze the case and the technology that was discussed in the case.
MS Word application is used to analyse this case. Computerized Lodging Systems (CLS) – a UNIX-based legacy application written in BASIC that the company has been using since 1986 through multiple versions is under investigation.
Summary of Available Information
1. Canyon Ranch Business Units. 2. Canyon Ranch Services. 3. New Services and Sample Packages and Services. 4. Canyon Ranch customer profile. 5. Canyon Ranch Rates and Packages. 6. The structure of the spa industry. 7. Overview of the Information Technology (IT) at Canyon Ranch.
Pre-Analysis of the study
Computerisation was always seen as a thread rather than an opportunity for the spa industry, since many spa visitors were seeking an escape from their technology-intensive world. However, competition and the realities of current market
References: Applegate, L.M. & Piccoli, G. (2004) Case 1-3 Canyon Ranch. Harvard Business School. Gamble, Stone, and Woodcock (1999) Up Close & Personal: CRM @ Work, Kogan Page. Groonroos (1990) Service management and marketing: Managing the moments of truth in service competition. Lexington Books. Reichheld, F. and Sasser, W. (1990) Zero defects: quality comes to services, Harvard Business Review, Sept-Oct, 1990. Rutherford, D.G. & O 'Fallon, M.J. (2006) Hotel Management and Operations, Wiley. Lessons learned from the case Customer data is very valuable information that helps build trustworthy and loyal customer relationships. CRM system is an essential tool in managing customer data. IT is the key success factor for CRM implementation. It is argued that IT allows achieving wider market coverage with less entry costs and increased marketing effectiveness.