Case analyis of Cabo San Viejo -A harvard business school case on the loyalty programme of csv. Complete analysis with customer delight and experiential selling concept.

1. CABO SAN VIEJO PREPARED BY: GAURAV BHATTAMISHRA GAURAV SALUJA GAURAV BASU GAURAB DAS MADHULIKA NAG G.VENKATESH

2. INTRODUCTION 1977 – founded by Dave and Florence Blumenthal on the site of a former peach orchard in Palm Springs, California Cabo San Viejo-nations first and leading Health and Wellness brands, operating high end destination Health Resorts & Branded Day spas 1982-regarded “Premier total vacation/fitness resort” by a leading magazine In Late 1990s & early 2000s-opened several smaller branded CaboDaySpa sites with a twin goal of management of capacity and employee dedication

5. PROBLEMS FACED

6. Marketing &Sales strategy

9. CHALLENGES

10. AIM OF CRM TO PRODUCE HIGH CUSTOMER EQUITY. 3 DRIVERS OF CUSTOMER EQUITY VALUE EQUITY- ASSESSMENT OF UTILITY BRAN D EQUITY- INTANGIBLE ASSESSMENT OF BRAND RELATIONSHIP EQUITY- TENCENCY TO STICK WITH THE BRAND

11. Exhibit 8Cabo San Viejo Customer Satisfaction,Palm Springs Location Comment Card Responses

12. Guest Age by Year Analysis,PalmSprings,through March 2005

14. Customer satisfaction is a measure of product quality.

15. While satisfied customers tend to be loyal customers, loyal customers are not always satisfied customers.

16. If you keep your customer happy, they will keep you in business.