Canyon Ranch continues to enjoy exclusivity in its industry with the ability to charge prices 25-30% higher than its competitors. Through its resort hotels, as well as its health and spa services, Canyon Ranch has always been able to offer levels of service that its competitors do not have. However, the competition is catching up and Canyon Ranch is committed to ensuring it continues to remain the most in-demand luxury spa location by examining how it approaches customer service and considering how spa technology information can help achieve these goals. For Canyon Ranch, a customer relationship management strategy will help it become more customer service friendly by making its processes more streamlined and efficient while meeting goals and leveraging existing historical data. By exploring how to improve Canyon Ranches' assessment and planning, as well as its ability to predict services for its customers, the strategy will also provide them with options on how to leverage IT benefits at their own pace.Summary of FactsThe Customer: While customer service is a priority, there are many steps guests must take during their stay. They call once for reservation and then again before arrival, which includes general information and service scheduling. Upon their arrival, they meet a coordinator with whom the services are confirmed, then adjusted or supplemented. As they meet with their service provider, they may need to complete additional questionnaires or reuse background information. The systems that support Canyon Ranch's various services must be integrated and data must be centralized. This will eliminate the need to make multiple calls prior to arrival and as...... middle of paper...... nities for Canyon Ranch. Works Cited Applegate, L., Austin, R. and Soule, D. (2008). Corporate information strategy and management: texts and cases. New York, NY McGraw-Hill. Gentry, J. (May 1, 2005). Is “rip and replace” the only way to manage existing systems? Ebizq.net. retrieved January 21, 2014 from http://www.ebizq.net/topics/legacy_integration/features/5881.html?page=1.Lucas. S. (November 21, 2012). How much does losing employees cost businesses? CBSnews.com. Retrieved January 21, 2014, from http://www.cbsnews.com/news/how-much-does-it-cost-companies-to-lose-employees/. Maklan, S. (December 2011). Customer relationship management (CRM): making it work. Som.cranfield.ac.uk. Retrieved January 21, 2014 from http://www.som.cranfield.ac.uk/som/p17140/Think-Cranfield/2011/December-2011/Customer-relationship-management-making-it-work.