Canyon Ranch Essay

1. What is the value of node information to terminateon banquet? Ans. To ignoreyon spreading, client information is essential in order to implement their business influence successfully. The value that it gives to the business is that it understands customers unique essentials and give alternatives that go forth allow each node to rach their individual goals. This is essential for canyon Ranch to reach its mission to inspire people to limit goodish living, turning hopes and live into the highest enjoyment of life. By gathering and sharing guests information, canyon Ranch can assimilate it to sleep to put upher and understand their customers, provides loyalty, and cross-sell its offerings all of which argon highly critical to the success of canon Ranch. The VP of marketing was quoted saying everyone experiences a different canyon Ranch well meet you where you are. If the company doesnt know where that is, they will never be able to live up to this motto. Their customer s are looking for a Luxury-like experience, non a Marriott experience. They want unique, custom opport unit of measurementies and to miss the details related to each customer could cost canyon Ranch their reasonable edge. Canyon Ranch has been regarded as the gold standard in the industry. To uphold this standard, they must know their invitee better 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) systems at Canyon Ranch?Canyon Ranch is the gold standard in destination spas and enjoys impressive rates that are much higher than other destination spas, nevertheless there are marks of increasing competition. daylight spas are aligning themselves with medical expert and offered facilities in nutrition, homeopathy, physical therapy and general medical practice. Also virtually hospitals were starting to provide spa treatments a nd wellness centers with nutritionists. Canyon Ranch is now faced with demands as to how to fancy up the business while keeping the fundamental characteristics of Canyon Ranch. From an IT position, Canyon Ranch has basic systems for the business to occasion although they are not very effective. The CLS based system is used to record transactional informationwhile client preferences, support incident, rapid response etc. used Guestware. is not integrated well with CLS. The program coordinator, who persisted as the contact person for the quest through their stay, did not always have all of the data onward of time. There is no POS software in the restaurant or the salon, hold up the Ranch of a chance to compile and track 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 come apart so that where every a custom er goes 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 that buy a product then he can buy it rather than taking wholly services. Increase direct marketing and communication to self decision making software that recognizes the pattern of customer visit and reminds him about his upcoming event to celebrate or take service at Canyon Ranch. 3. What impact would you anticipate these systems to have on the Canyon Ranch strategy and capabilities?Ans. The evolution of IT application much(prenominal) as CRM and BI systems will change the business interaction with customers. Canyon Ranch can evoke their historic reliance on word-of-mouth promotion to expand its customer base through mixer 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 augment repeat customer visit, enhance customer personalization and rive new customers. The implantation of BI will allow company to attract profitability of its three segments wellness and Healing, Hotels and Spas. With this intelligence Canyon Ranch will employ cost saving measures, track inventory and monitoring device 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 also 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 their p rivate time. In other 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 more projects that fit for customers. For the new customers, it should have a survey system to get the basic preferences.There should have some self-service machines to provide take for 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. Another problem in Canyon Ranch is the separating system. The CLS system is the force 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 problem solv ed. 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 centralized system should be make that interlinks every branch and segments within it.