Canyon Ranch CRM Additional Two Case Study

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I'd advise the senior management team to plan for resistance and even outright rejection of the CRM system. But I would caution them that unless they find a path to successful change they will eventually lose the most profitable customers they have because they will have no idea who they are or what their preferences are. There is going to have to be much more accountability over performance too, especially from a customer's standpoint too. The internal measures of performance the relatively weak approaches to defining services needs to be strengthened with customer information. Third, it's going to force marketing and sales to have a much greater level of intensity and focus on results than ever before because the systems are going to report results. And all of this will change who Canyon Ranch is for the better.

What advice do you have for Canyon Ranch executives?

Be ready to see your company change and it will be painful to watch and experience at times, but it is the best path to staying in business. You have to be customer-driven if you want to survive in such a highly competitive business, is what I would tell them. Your business is one of delivering experience and entertainment, and it's very unique.

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Your clients want to come to your location and feel like rock stars, celebrities and very important people, and while there get rejuvenated and feel younger. They are there to turn back the clock on their skin and bodies with your treatments, but that is not the main reason they are there. It is because they feel they are taking good care of themselves and being treated as very valuable and special customers. That is why they are coming back and spending $2,000 or more per visit. So get a CRM system in place so you can align your strategies and programs to those goals your customers have. So embrace a good CRM system and realize you are selling experiences over anything else, and the more important you show your customers they are, especially in such an exclusive an expensive business,….....

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