Answer Happy

As we look at Canyon Ranch this week, we will explore arguments for or against a CRM system. Consider the two articles: Marketing Myopia by Levitt and Profit from Customer Data by Identifying Opportunities and Adopting the'Born Digital Approach, by Watson Answer the following questions: What is the value of customer information to Canyon Ranch? As CIO, how would you make the case for CRM and business intelligence systems at Canyon Ranch? What impact do you anticipate these systems to have on the Canyon Ranch strategy and capabilities? This is an exploration of the need for a system. You are not expected to detail what a specific CRM system for the resort company would look like. In fact, you should not propose a detailed system.