Should Canyon Ranch in the Berkshires develop a clear customer relationship management strategy and make it a cornerstone of its positioning as a preeminent destination spa? Answer: The Canyon Ranch in the Berkshires should definitely develop a customer relationship management strategy. One major benefit of creating a strategy could be the reduction in turnover in program coordinators, ultimately making the Berkshires a premier spa.
Question 2: If so, what should this initiative look like? (Applegate, 2008).
Answer 2: They should aim to create a software program capable of monitoring their customers' needs and preferences. This software should also have the capacity to track customers' prior experiences at the resort. The program would consolidate all the needs and preferences and integrate them into a scheduling system.
Question 3: What was the value of the substantial amounts of data generated during the
...customer experience? (Applegate, 2008).
Answer 3: The data's worth is invaluable.
From the initial contact, Canyon Ranch collects data about their prospective customers. It would be beneficial to have a centralized program to compile all this information. This would facilitate an easier assessment of customer preferences and enable the provision of suitable service options. Question 4: Could the data have been utilized during the prospecting stage, during the customer's visit, or even after their stay? (Applegate, 2008). Answer 4: The data could have definitely been utilized at each of these stages.
During the prospecting stage, Canyon Ranch can gather extensive information from customers by asking about their interests and preferences. This information is then used to arrange and schedule the appropriate services for each customer. Throughout the customer's stay, surveys can be provided for them to fill out,
enabling Canyon Ranch to gather feedback and assess satisfaction levels. After the stay, Canyon Ranch can proactively reach out to customers to inquire about their future service preferences and interests, ensuring a personalized experience.
REFERENCES Applegate, L. (2008). Corporate Information Strategy ; Management. Boston: McGraw Hill.
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