Canyon Ranch is a Health Resort and spa was started by Enid and Mel Zuckerman in 1979. They want to create a please where people would be inspired and motivated to translate their healthiest thoughts in to action. With 25 years of growth, Canyon Ranch is widely recognized as the gold standard in the industry in 2004. It commanded rates 25 percent to 30 percent higher than other destination spas. Canyon Ranch was becomes a leading company in the health resort and spa industry. However, the significant companies joined in to this industry and starting to attack Canyon Ranch more directly. The company is now faced with questions as to how to grow the business while maintaining the fundamental characteristics of Canyon Ranch, and to ensure that Canyon Ranch maintained its competitive advantage in the face of increasing competition. From the information technology perspective, IT department wants to change from a single dominant IT system – the property management system to a system that has ability to understand its customers better, create loyalty, and cross-sell its offerings.
To achieve the goal, first thing we need replace the CLS system with a Property Management System that is capable of interfacing with Guestware and supports a POS function. Since Canyon Ranch had a decentralized IT infrastructure, we will consolidate all the data we gather from CRM system to a central view. Centralize data will allow us use the data they already collected to address the different needs of the customers in the fastest and most effective manner. We use Computerized Lodging Systems to record transactional data and customer preferences. Using of Customer Relationship management systems to target specific marketing programs for individual customers. It will help the company evaluate its customers. Moreover, the different locations could use this information in advance of customers