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 they have to go through this phase to become more focused on the customer and start realizing that their expectations and experiences are all that really matter. Third, using CRM systems takes a company that is committed so the systems have to become a core part of who they are too. What advice do you have for Canyon Ranch executives?

The CRM system is going to change who has the most power so be prepared for that. Get in front of all these changes with a plan beforehand and start planning out how you will collect, use and continually improve the quality of customer information as well. All of these parts of rolling out a new CRM system need to also be entirely and fully endorsed by Canyon Ranch executives if they are going to succeed. Time and again, it is the belief and support of senior managers that make or break the performance of a CRM system.