Canyon Ranch Essay

1. What is the cherish of node schooling to canon facing pages? Ans. To canon facing pages, customer information is must in order to implement their seam model successfully. The value that it accomplishs to the traffic is that it understands customers unique requirements and give alternatives that lead bothow each guest to rach their individual goals. This is essential for canon Ranch to reach its mission to inspire people to make strong living, turning hopes and stop into the highest enjoyment of life. By gathering and communion guests information, canyon Ranch can assimilate it to know and understand their customers, put ups loyalty, and cross-sell its offerings all of which are highly critical to the success of canyon Ranch. The VP of Marketing was quoted byword ein truthone experiences a different canyon Ranch well meet you where you are. If the order doesnt know where that is, they will never be able to live up to this motto. Their customers are looking for a Luxury-like experience, not a Marriott experience. They want unique, custom opportunities and to miss the details related to each customer could comprise canyon Ranch their reasonable edge. canon Ranch has been regarded as the grand standard in the industry. To uphold this standard, they must know their invitee go against than they see themselves. This is only likely to gather and adapt quality customer information.2. As CIO, how would you make the case for customer relationship management (CRM) and business intelligence (BI) clays at Canyon Ranch?Canyon Ranch is the metal(prenominal) standard in destination spas and enjoys impressive rates that are ofttimes higher than other destination spas, but there are mark of increasing competition. Day spas are aligning themselves with medical expert and offered facilities in nutrition, homeopathy, physical therapy and general medical practice. Also both(prenominal) hospitals were starting to provide spa treatments and wellness cen ters with nutritionists. Canyon Ranch is now faced with demands as to how to raise the business while keeping the fundamental characteristics of Canyon Ranch. From an IT position, Canyon Ranch has basic constitutions for the business to function although they are not very effective. The CLS based establishment is used to record transactional datawhile client preferences, support incident, rapid response etc. used Guestware. is not integrate well with CLS. The program coordinator, who persisted as the contact person for the quest finished their stay, did not always have all of the data ahead of time. at that place is no POS software in the restaurant or the salon, hold up the Ranch of a chance to compile and extend sales data.Canyon Ranchs each business unit is committed on improving the level of customer service and personalization. As a CIO I would make central IT infrastructure so that all the figures is shared at every Canyon Ranch branch so that where every a customer go es he is not treated as new if he has visited it before. Create a Point of Sale software that leads to traceable value of purchase. If any customer wants to just buy a product whence he can buy it rather than taking whole services. summation direct marketing and communication to self decision making software that recognizes the pattern of customer visit and propels him about his upcoming event to take note or take service at Canyon Ranch. 3. What impact would you address these systems to have on the Canyon Ranch strategy and capabilities?Ans. The evolution of IT act such as CRM and BI systems will change the business fundamental interaction with customers. Canyon Ranch can conjure up their historic reliance on word-of-mouth promotion to expand its customer base through accessible networking. Though Canyon Ranch has property management system that captures some customer data but implementing CRM and BI will make robust system to periodically survey customers, capture sales d ata and track services. Such integration can increase repeat customer visit, raise customer personalization and attract new customers. The im aimtation of BI will take into account company to attract profitability of its three segments Health and Healing, Hotels and Spas. With this intelligence Canyon Ranch will employ cost saving measures, track armoury and monitor resources. Such system will improve capability and enhance productivity.4. What advice do you have for Canyon Ranch executives?Ans. In the IT area Canyon Ranch still has space to improve. The first thing is to reduce the cost. Canyon Ranch has 2.51 staff-to-guest ratio, it overly was the advantage in competition. But this will cost too much, Canyon Ranch can use the information technology to decrease the amount of staffs. Some services can be done by the computer like registration or remind services,sometimes, the guest want their privacy space, at this time the Canyon Ranch should offer guests options to enjoy thei r private time. In another aspect, the information system can help the staffs to manage the profile of the customers. When the customer checking in the resort, the system will tell the preferences of each customer to the service provider automatically. These data of preferences can also help the Canyon Ranch provides much much projects that fit for customers. For the new customers, it should have a survey system to die the basic preferences.There should have some self-service machines to provide conquer service to the customers, to help them reserve the private spa service by their own. It will decrease the cost of Canyon Ranch and increase the efficiency. It also can attract more customers back to Canyon Ranch again. some other problem in Canyon Ranch is the separating system. The CLS system is the core system that runs the whole company, but the Guestware and POS software cannot connect to the core system. So the plan above cannot be implementing until this applicability probl em solved. The good news is the Canyon Ranch owned the source code of CLS system, and it could be customized easily. Canyon Ranch should work with the develop company of CLS to customize the system. So a concentrate system should be make that interlinks every branch and segments within it.