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1-3 - Case Study Example

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Canyon Ranch Health Resorts was initiated by Enid and Mel Zuckerman for the people of America to relax and get motivated to lead a healthy lifestyle in the year 1979. The company was exhibiting a growing trend in the market and experiencing appreciation for its work by the…
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Case Study 1-3
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Download file to see previous pages Due to the increase in the market pressure, the company focussed on its information technology (IT) department to provide information regarding the changing trend of the customers and increase the cross selling of the offerings. The key problem associated with the company is related to the use of different IT applications. The lack of importance towards customer relationship management (CRM) and IT system was the major factor which was critically affecting the company. Canyon Ranch had a conventional approach towards the use of information systems to ensure business effectiveness. Computerized Lodging Systems (CLS) was implemented in the company to keep a track of the customers. In order to monitor the customer preferences, Guestware software application was implemented. Correspondingly, the issue faced was that no proper integration was being established between the CLS and the Guestware. Moreover, the person who acts as a coordinator in the company was not being able to provide relevant information on time and also did not have information related to the business ahead of time. Also, the firm did not have any Point of Sale (POS) in any of the restaurants and salons for the purchase of the goods. The key motive of the Canyon Ranch has been to increase the footfall and the level of customer satisfaction through efficient service deliverance. Therefore, the company needs to incorporate a management strategy to increase the customer relations effectively. The company through the development of IT would be able to enhance the service deliverance and tracking (Applegate & Piccoli, 2004).
The company Canyon Ranch is renowned in the industry as gold standard and thus commanded a service rate of 25% to 30% greater than the other destination spas. The unique value proposition of providing health and healing in Canyon Ranch which was supporting its increased market presence, was being followed by other spas. The day spa was taking into consideration the features ...Download file to see next pagesRead More
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