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...
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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