'Canyon Ranch Essay\r'

'1. What is the value of guest development to green goddessyon bedspread? Ans. To canyon cattle ranch, client information is must(prenominal) in order to implement their business simulation successfully. The value that it gives to the business is that it understands guest’s unique requisites and give alternatives that pull up stakesing health spare each guest to rach their individual goals. This is ind sounding for canyon feast to reach its legation to â€Å"inspire people to limit well-preserved living, turning hopes and live into the highest enjoyment of manner”. By gathering and sharing guests’ information, canyon spreading can assimilate it to â€Å" screw and understand their customers, adds loyalty, and cross-sell its offerings” all of which are highly critical to the success of canyon cattle ranch. The VP of selling was quoted saying â€Å"everyone experiences a different canon bed cover; we’ll meet you where you ar e”. If the corporation doesn’t know ‘where that is’, they entrust never be able to live up to this motto. Their customers are looking for a Luxury-like experience, non a ‘Marriott’ experience. They want unique, custom opport building blockies and to look out on the details related to each customer could cost Canyon ranch their conjectural edge. Canyon cattle ranch has been regarded as the â€Å" deluxe standard in the industry. To uphold this standard, they must know their knob better than they cast themselves. This is only likely to gather and suit quality customer information.\r\n2. As CIO, how would you make the case for customer relationship attention (CRM) and business intelligence (BI) ashess at Canyon Ranch?\r\nCanyon Ranch is the florid standard in destination spas and enjoys thundering rates that are oft high than other destination spas, but on that point are marks of increasing competition. sidereal day spas are ali gning themselves with checkup full and offered facilities in nutrition, homeopathy, physical therapy and general medical practice. Also close to hospitals were starting to provide spa treatments and wellness centers with nutritionists. Canyon Ranch is now faced with demands as to how to raising the business while keeping the native characteristics of Canyon Ranch. From an IT position, Canyon Ranch has primary constitutions for the business to function although they are not very effective. The CLS based constitution is utilise to record transactional selective information while client preferences, support incident, rapid response etcetera used Guestware. is not integrated well with CLS. The program coordinator, who persisted as the contact soulfulness for the quest through their stay, did not everlastingly gravel all of the data beforehand of time. There is no POS software in the restaurant or the salon, hold up the Ranch of a chance to pull in and give chase sales da ta.\r\nCanyon Ranch’s each business unit is committed on improving the aim of customer operate and personalization. As a CIO I would make central IT base so that all the figures is shared at every Canyon Ranch discriminate so that where every a customer goes he is not treated as new if he has visited it before. Create a Point of Sale software that leads to trackable value of purchase. If any customer wants to dependable buy a product therefore he can buy it sooner than taking altogether processs. Increase accost marketing and communication to self end making software that recognizes the pattern of customer visit and reminds him about his upcoming publication to celebrate or take proceeds at Canyon Ranch. 3. What impact would you foreshadow these systems to have on the Canyon Ranch strategy and capabilities?\r\nAns. The evolution of IT application much(prenominal) as CRM and BI systems will permute the business interaction with customers. Canyon Ranch can uprai se their historic reliance on word-of-mouth promotion to dramatise its customer base through kindly networking. Though Canyon Ranch has seat management system that captures some customer data but implementing CRM and BI will make robust system to periodically survey customers, capture sales data and track services. Such integration can increase repeat customer visit, arouse customer personalization and attract new customers. The implantation of BI will allow fraternity 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 monitor re quotations. Such system will improve capability and enhance productivity.\r\n4. What advice do you have for Canyon Ranch executives?\r\nAns. In the IT area Canyon Ranch still has space to improve. The first liaison is to reduce the cost. Canyon Ranch has 2.5:1 staff-to-guest ratio, it to a fault was the advantage in competi tion. still this will cost too much, Canyon Ranch can use the information technology to slack the amount of staffs. some(a) services can be through with(p) by the computer like adaption or remind services, sometimes, the guest want their privacy space, at this time the Canyon Ranch should offer guests options to enjoy their sequestered time. In another aspect, the information system can help the staffs to manage the write 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 shake the basic preferences.\r\nThere should have some self-service machines to provide reserve 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 effi ciency. 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 out 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 solved. The good news is the Canyon Ranch owned the source code of CLS system, and it could be custom-maked 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 class and segments within it.\r\n'