Introduction: Founded in 1979, in Tucson, Arizona, Canyon Ranch has established itself as a premier health and spa resort with a world-leading reputation as the leading innovator in creating desirable, personalized services that satisfy the whims and needs of its customers. Thanks to the reputation of their service model and attention to detail in offering well-rounded services that pamper customers and guests of their resorts and spas, Canyon Ranch has built a large base of highly satisfied customers through primarily word of mouth of their highly satisfied customers who are the demographic are those with high incomes and want the best in terms of customer experience and satisfaction. As Canyon Ranch has grown and expanded over the years, it has expanded operations geographically and across several service lines, including medical services offered as health and treatment services. As services have grown, the size of the skilled workforce at Canyon Ranch has also expanded to meet the unique and customized needs of its customers (Applegate, 2008). This growth made the task and efficiency of providing specialized services that customers expected much more difficult and required repeated opportunities to collect data from their customers. Canyon Ranch was also slow to grow its technology infrastructure and lacked the ability to leverage point-of-sale transactional systems across the many outlets they operated at their resorts and spas. This meant relying on inefficient means of gathering necessary customer information, while increasing the costs of providing personalized services. While Canyon Ranch has remained profitable during this phase of its company's growth, the opportunity... half of document... May 12, 2014, from http://www.hhs.gov/ocr/privacy /index.html4. Manyika, J. (2011, May 1). Big data: the next frontier of innovation, competition and productivity. McKinsey & Company. Retrieved May 13, 2014, from http://www.mckinsey.com/insights/business_technology/big_data_the_next_frontier_for_innovation5. Redington, N. (n.d.). Leveraging Your CRM Investment to Increase Customer Loyalty and Shareholder Value, by Neale Redington. Daily headlines from HotelExecutivecom. Retrieved May 12, 2014, from https://hotelexecutive.com/business_review/181/leveraging-your-crm-investment-for-increased-customer-loyalty-shareholder-value6. Daniel, D. (2007, October 22). 10 keys to a successful business intelligence strategy. THAT IS. Retrieved May 11, 2014, from http://www.cio.com/article/148000/10_Keys_to_a_Successful_Business_Intelligence_Strategy?page=2&taxonomyId=3002