Crm Analysis Canyon Ranch
Executive Summary
Canyon Ranch is the gold standard in destination spas and enjoys commanding rates that are much higher than other destination spas, but there are signs of increasing competition. Day spas are aligning themselves with medical professional and offered services in nutrition, homeopathy, physical therapy and general medical practice. Also some hospitals were starting to provide spa treatments and wellness centers with nutritionists. Canyon Ranch is now faced with questions as to how to grow the business while maintaining the fundamental characteristics of Canyon Ranch.
From an IT standpoint, Canyon Ranch has basic systems for the business to function although they are not very efficient. The CLS based system is used to record transactional data while customer preferences, support incident, rapid response etc. used Guestware. Guestware is not integrated well with CLS. The program coordinator, who remained as the contact person for the quest through their stay, did not always have all of the info ahead of time. There is no POS software in the restaurant or the salon, robbing the Ranch of an opportunity to compile and track sales data.
Canyon Ranch’s each business unit is intent on improving the level of customer service and personalization. Berkshire is at the forefront of this trend. Some tough questions face the management like should Canyon Ranch develop customer relationship management strategy to maintain the position as a preeminent destination spa. What should Canyon Ranch do with vast amount of data collected during customer experience?
Company Background
Canyon Ranch is a Health Resort and Spa that was started by Enid and Mel Zuckerman in 1979. The idea was to provide an environment where people would be inspired and motivated to transform their healthiest thoughts into action. In order to further this goal of providing a healthy environment, Canyon Ranch has kept almost all IT functions away from the guests. Unfortunately,
Canyon Ranch is the gold standard in destination spas and enjoys commanding rates that are much higher than other destination spas, but there are signs of increasing competition. Day spas are aligning themselves with medical professional and offered services in nutrition, homeopathy, physical therapy and general medical practice. Also some hospitals were starting to provide spa treatments and wellness centers with nutritionists. Canyon Ranch is now faced with questions as to how to grow the business while maintaining the fundamental characteristics of Canyon Ranch.
From an IT standpoint, Canyon Ranch has basic systems for the business to function although they are not very efficient. The CLS based system is used to record transactional data while customer preferences, support incident, rapid response etc. used Guestware. Guestware is not integrated well with CLS. The program coordinator, who remained as the contact person for the quest through their stay, did not always have all of the info ahead of time. There is no POS software in the restaurant or the salon, robbing the Ranch of an opportunity to compile and track sales data.
Canyon Ranch’s each business unit is intent on improving the level of customer service and personalization. Berkshire is at the forefront of this trend. Some tough questions face the management like should Canyon Ranch develop customer relationship management strategy to maintain the position as a preeminent destination spa. What should Canyon Ranch do with vast amount of data collected during customer experience?
Company Background
Canyon Ranch is a Health Resort and Spa that was started by Enid and Mel Zuckerman in 1979. The idea was to provide an environment where people would be inspired and motivated to transform their healthiest thoughts into action. In order to further this goal of providing a healthy environment, Canyon Ranch has kept almost all IT functions away from the guests. Unfortunately,