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Canyon Ranch & IT Solutions
Canyon Ranch Case Study
Case Study-Canyon Ranch
Canyon Ranch Resorts
The case study is related to a thorough analysis of Canyon Ranch which is a premium service provide and a market leader in the spa industry. Where Canyon Ranch has managed to attract and retain its customers with exceptional quality of customer service over the years, it is facing a competition from various market players. Since personalized customer care is the cornerstone of Canyon Ranch's business model, there is a concern that adoption of hi-tech technology may affect the level of human touch (which is a signature of Canyon Ranch) in the overall vacation experience. The case study is intended to examine whether adoption of new technology i.e. Customer Relationship management system and business intelligence system, will benefit Canyon Ranch or not.
The Technology
The technology used for analyzing this case study is MS Work and Adobe Acrobat Reader. Adobe Acrobat Reader enabled the reading as well notes making while reading the case study. On the other hand, MS Word is used for making the report.
As far as the case study is concerned, it is related to adoption of customer relationship management system and business unit intelligence system. Customer relationship management system (CRM) is a management software allowing integration of overall sales and marketing operations such as customer and client management, sales force management, even marketing and customer service (Shaw & Reed, 1999). Whereas Business Intelligence system is strategic management software which allows integration of data related to overall business operations to facilitate decision making (Rud, 2009). This particular management system has a data integration, manipulation and forecasting as fundamental features.
Available Information
The case study entails details about the business model, vision...
It also contains a detailed account of the earlier use of technology by Canyon Ranch. The case study explains how the Canyon Ranch has managed to maintain the impeccable quality of service by replacing computerization by human touch. Other than these basic details, the case study also contains the nature of competition that it is facing along with the details of services offered in its resorts.
Currently, Canyon Ranch has a competitive advantage over other market players due to its established and integrated Spa and Healthcare services. It has basic IT software which was designed by in-house team and has been used for recording transaction and simple data manipulation; whereas most of the operations are handled by dedicated customers' coordinators. Due to overdependence on Customers Coordinators, the service level of Canyon Ranch is always at jeopardy however thorough training and suitable compensation has acted as its main strength so far. Overall information also explained that Spa is main revenue generation units whereas Healthcare services have less contribution in profit generation but they add panache to overall aura of the resort.
Pre-Analysis of the Case Study
The given case study has provided a reasonable account of Canyon Ranch. However, the case study has presented anecdotes instead of empirical data. Most of its data is in simple records form which is difficult to be manipulated for strategic decision making and predictive analysis. On the other hand, this available data relates to last ten years performance and data related to prior periods has no or less authenticity. Therefore, lack of authentic and advanced integrated data is a major obstacle that has appeared during analysis of this case study. Also, less or no information about the services offered by the competitions and technologies used by them also makes it difficult to analyze the current position of Canyon Ranch in the…
References
Rud, O. 2009, Business intelligence success factors: tools for aligning your business in the global economy. Hoboken, N.J: Wiley & Sons.
Shaw, R. & Reed, D. 1999, Measuring and valuing customer relationships: how to develop the measures that drive profitable CRM strategies, Robert Shaw Publishers.
Lessons Learned
The case study helped in gaining an understanding about the role that is played by business vision in designing the overall business processes and practices. It is the adherence of Canyon Ranch to its fundamental principles which has shaped its business model and has acted as the secret of its success. However, the case study further explains that automation does not replace human touch but helps in enhancing the quality of services provided and efficiency of overall business operations.
But they have to change in order to stay in touch with their customers. These systems are going to also change who has the most valuable information in the company, and for some members of senior management, this will be tough to take. As we've seen in our course, information is power. People don't give it up easily or without resistance. The same will happen at Canyon Ranch. But
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