Canyon Ranch

1.For Canyon Ranch, the value customer information is helping the company to know their customs, to understand what their customers want, to offer unparalleled services and to meet both the customers and the company’s goals. Customer information is priceless, especially for a customer-based company like Canyon Ranch. By gathering information from potential customers, Canyon Ranch could have a better outlook about the features and needs of their guests. By providing a unique service tailor to each customer needs, they can enhance the customer experience and increase the customer satisfaction. Just like what Harley Mayersohn claimed “Everyone experiences a different Canyon Ranch, we’ll meet you where you are”. If Canyon Ranch has no idea about “where you are”, it would be impossible for them to grow the business by positive word of mouth, or to make their goals of “inspiring people to live in a happier, healthier, and more fulfilling life”.

2.Canyon Ranch in the Berkshires should pay more attention on IT resource and develop a clear customer relationship management strategy to improve customer service skills while reduce the turnover of program coordinate. For example, creating a software program to record all the service data that customer already had or going to have, and automatically scheduling or booking services. By having this software, the program coordinate could have all the information ahead of time to work and communicate more easily and efficiently.

3.Canyon Ranch has very little attention on the IT resources. It’s CLS only focus on operation transactions, but the data collected are not being used to the greatest potential. Moreover, there is no a point of sale (POS) software in the firm to make each transaction traceable. As an executive, I would build an IT infrastructure for CRM and BI systems. First, I would like to have a connecting system to share the data. All of the departments have the ability to get access to and add new information about the client as well as the previous data entered already. Second, I would have POS software to make the value of purchase be tracked independently. Third, improving Guestware to record the frequency of the client and automatically inform them upcoming events and parties and suggest them to go back and visit again.