Canyon Ranch continues to enjoy exclusivity in its industry with the ability to command rates that are 25% to 30% higher than its competitors. Through its resort hotels, along with its health and spa services, Canyon Ranch historically has been able to offer levels of service that its competitors have not. However, the competition is catching up and Canyon Ranch is dedicated to ensure that it continues to remain the have the most demanded luxury spa locations by examining the way it approaches customer service and considering how Information Technology can help it reach these goals.
For Canyon Ranch, a customer relationship management strategy will help it become more customer service-friendly by make its processes more streamlined and efficient while reaching the goals and taking advantage of existing historical data. By exploring how to improve Canyon Ranches’ evaluation and planning, and its ability to predict services for its customer, the strategy will also offer them options on how to take advantage of IT benefits at their own pace.
Summary of Facts
The Customer: While customer service is a priority, customers have to perform many steps during the course of their stay. They call in once for booking, then again prior to arrival, which includes background information and service scheduling. Upon arrival, they meet with a coordinator with whom services are confirmed, then adjusted or added to. As they meet their service provider, they may need to fill out further questionnaires or re-engage in background information.
The systems that support the different services of Canyon Ranch need to be integrated and data needs to be centralized. Doing so will eliminate the need to make multiple calls before arrival and as each step is completed, all post-steps can take advantage of earlier communications. An interactive website will allow the customer to schedule a stay and enter initial information by themselves or with the assistance of customer service, either by phone or interactive chat via the website. Services can also be scheduled on the website, providing both customer and employee an initial overview of the customer needs.
Canyon Ranch needs to offer customized options to its customers with integrating technology with its visits. This can be addressed by offering both self-service portals from rooms and various locations throughout the compounds from which they can book services or relying upon the program coordinator to book for them. Having options for customers will further streamline processes, free up time for customers, and make more time for customers that may require more help. Providing options helps maintain the low-tech image, while addressing the goals of allowing guests to translate thought into action and take control of their health as customers engage coordinators at their own choosing.
As customer engage in services throughout their visit, customer profiles need be updated on service provider portals...