Canyon Ranch

1917 Words Mar 17th, 2012 8 Pages
Canyon Ranch
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Canyon Ranch

Canyon Ranch Health Resorts is an organization designed to inspire and motivate individuals in their quest to become a more health conscientious human being. “Canyon Ranch prides itself with being a company that can influence one’s quality of life from the moment one arrives to long after one returns home” (Applegate & Piccoli, 2004). The founders of Canyon Ranch (Enid and Mel Zuckerman) wanted their business to be a place where individuals could “relax, enjoy oneself, and explore the potential for a happier, healthier, and more fulfilling life” (Applegate & Piccoli, 2004). In keeping with Canyon Ranch’s mission of providing a relaxing, high quality, and healthy organizational structure; Canyon
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This information would automatically be accessible to Canyon Ranch’s managers and staff so that they know instantly when a customer arrives the type of luxurious experience they expect. This would dramatically reduce the room for error, frustration, and disappointment. The organization could also use this information to create customized packages for customers, potentially with discounts to entice the consumer to want to come back and spend more money. At the current moment, it appears that Canyon Ranch is heavily dependent upon word-of-mouth referrals and big business partnerships. This drastically reduces the amount of people who are privy to all of the beneficial services this company has to offer. Canyon Ranch definitely needs to work on mass marketing and promotional strategies in an era filled with fierce competition by hiring some marketing consultants. By increasing Canyon Ranch’s advertising approach, the company could control the information and images that are projected, it would allow an opportunity for inquiries to be addressed and questions to be answered, which would ultimately allow for an enhanced and hopefully a positive customer relations experience. What was the value of the substantial amounts of data generated during the customer experience? The information that Canyon Ranch tried to generate was important, but it was handled in a poor and inefficient

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