Canyon Ranch Case Study Essay

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The critique committee has recommended that no action be taken at the current time in regards to integrating or re-fabricating our information system to incorporate a Customer Relationship Management (CRM) strategy. Their reasoning was the following: 1.) Major organizational change will occur due to implementation of the new software 2.) Major cost for the company for implementation and training 3.) Current programs are underutilized and there is lack of training As the board of directors we believe that the critique committee has overlooked the goal of Canyon Ranch and that the advising group has provided convincing evidence that implementing the POS system will provide significant long-term benefits. What sets Canyon Ranch's apart…show more content…
Staffing this position has been an issue. It can be a stressful environment requiring the employee to juggle a large amount of information and make decisions quickly. Having a resource tool available with the amount of information readily available and the ability to obtain and navigate customer data and scheduling information makes this a much more efficient task for both the employee and customers. The CRM system would also improve the ability of transitioning and training new employees for the coordinator position by maintaining all customer data in one program the coordinators will not simply be using memory alone as the familiarity with each customer’s preferences. The advising group has proposed a few possible solutions in regards to implementing the CRM system: 1.) Purchase new PMS/CRM/POS software already integrated. 2.) Purchase POS software, contract with GuestWare to integrate their system with CLS and the POS system. 3.) Purchase POS software, partner with CLS to develop customized CRM component and integrate POS system. Purchasing new fully integrated software has a few key benefits. One major benefit is that it can be specifically designed to the needs of Canyon Ranch. In the short term purchasing a new system allows Canyon Ranch to maintain use of their current systems with the new software is created. This allows business to run as usual without any hiccups in
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