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Vail Ski Resort is the largest single mountain ski Olympic women's downhill gold medalist Lindsey resort in the United States, with 5,289 acres of the Vonn. At the beginning of each season, the four-time most diverse and expansive skiing in the world. To overall Worid Cup champion establishes a course time match its world-class skiing. Vail is also trying to for race courses at Vail, Beaver Creek, Breckenridge, offer world-class customer care--fine dining, spas Keystone, Heavenly and Northstar. Race pros then and ski valets ready to haul, stow, and retrieve your ski the courses to establish their "seconds behind equipment, heated boots, and hand-warming packets. Lindsey." To factor in changing course conditions, Vail's season pass is a top value industry-wide, and its every day one of the race pros skis each course free PEAKS Rewards membership program further and uses his or her "seconds behind Lindsey" to inculcates customer loyalty. Members can purchase the determine a course time for Vonn on that particular most economical lift tickets online, link the PEAKS day. When you ski a course, your actual time is auto- card to a credit card, and accumulate points that can matically recorded and then adjusted for gender, age. be redeemed for free lift tickets, ski school lessons and discipline. Snowboarders, telemark skiers, and and various discounts adaptive skiers with disabilities and special needs can In 2012, Vail Ski Resort installed the fastest, also participate. Scores are computed based on each highest capacity gondola in the United States. Seating skier's "seconds behind Lindsey," and gold, silver, and ten people per cabin, and with an uphill speed of 1,200 bronze medals are awarded to the top three daily. Race feet per minute, the state-of-the-art gondola carries results and leaderboards are accessed on Epic Mix.com 3.600 skiers per hour while decreasing ride time from or the Epic Mix mobile app, available for Apple and 9 to 7.5 minutes. Heated seats and Wi-Fi access make Android smartphones. Your dashboard tallies your it one of the world's most customer-friendly ski lifts Lindsey Vonn Race Series points, Epic Mix Racing as well medals, total number of resort check-ins, total days on Long lift lines have always created a big headache a mountain, vertical feet, pins earned, and number of for skiers. In the past, the only way to gauge the flow Epic Mix photos taken of the crowd was to ask lift operators or check postings The six race course mountains are staffed by 140 on bulletin boards at the bottom of the lifts. Now Vail professional photographers, Photos are automatically skiers are able to obtain accurate up-to-the minute lift identified and uploaded by scanning the intelligent line information by using social networking, stream chip embedded in the skier's lift ticket. Photos can be ing alerts, and the resort's own Twitter account. Slope captioned and shared for free on Facebook and Twitter, congestion can be alleviated by offering special or you can purchase prints at a number of locations, pins or prizes to coax guests to move to a different including, of course, the Children's Ski Schools. You slope. Guests can be directed to on mountain dining can also purchase a $30 season package for unlimited locations at lunch time. downloads of all images taken at all locations and Vail now uses radio frequency identification print them out later. All of these amenities turn a ski (RFID) lift tickets and ski passes. Part of the Epic Mix vacation into an "experience" that can be shared with social media program, the tickets and passes are family and friends, increasing emotional attachment scanned at the base of each lift so that skiers and and promoting customer retention. snowboarders can track how many lifts they ride and Still, to ensure that it is fully leveraging the wealth the vertical feet ascended each day. The scanned data of customer data it collects, Vail Ski Resorts parent are automatically transferred to an EpicMix applica company Vail Resorts implemented SAS Customer tion which can be accessed from either a smartphone intelligence software. Customer data were previously or a computer. The basic program is free and confers collected and stored in a number of unrelated sys- various pins and virtual awards based on user statis tems. Now, the data are compiled in a single database tics. For example, you carn the "Connoisseur" pin that includes all customer points of contact, allowing after 75 lifts and the "Over the Moon" pin when you a complete picture of customer habits and preferences surpass 350,000 vertical feet skied. After you create to emerge. Rather than one or two versions of a mar- your Epic Mix account, you can view and share stats keting campaign, Vail Resorts now runs 30 to 50, tar- by linking to your Facebook and Twitter accounts. geted to specific groups. In the future, the company The EpicMix Racing program provides additional expects to expand to hundreds or even thousands of fun. At one of six race courses, you can compete personalized, individual communications. SAS pre- against friends and family, all skiers, and even 2010 dictive analytics will help Vail Resorts to identify guest motivations and anticipate customer desires, while customer segmentation models identify profit- able segments to which they might be steered. Vail Resorts plans to further personalize its engagement with its guests and enrich their mountain experiences before they have even begun Sources Mia.com www.ow.comp-bes mi comed May , 2013 ieeting Controle w the New Vit New York Times, March 1. 2013. "Epic Mix FAQ"pic is.com www.pic.com/May 30, 2013: Spencer R. "Vail Rew Creates Epic Experiences with Customer SAS Case Study, March 20, 2013: Lauren Glade Vis New Condola Vail Daily, November 16, 2012. Nicole Niepe Make Most of the Mountain. New York Times December 26, 2012 CASE STUDY QUESTIONS 1. List and describe the types of systems described in this case study 2. How do these systems improve the operation of the business? 3. How do these systems support decision-making? Identify 3 different decisions that can be supported by these systems 4. Why is improving the guest experience so important at Vail Mountain Resort? Business intelligence systems also address the decision-making needs of senior management. Senior managers need systems that focus on strategic issues and long-term trends, both in the firm and in the external environment. They are concerned with questions such as: What will employment levels be in five years? What are the long-term industry cost trends? What products should we be making in five years? Executive support systems (ESS) help senior management make these decisions. They address non-routine decisions requiring judgment, evaluation, and insight because there is no agreed-on procedure for arriving at a solution ESS present graphs and data from many sources through an interface that is easy for senior managers to use. Often the information is delivered to senior executives through a portal, which uses a Web interface to present integrated personalized business content ESS are designed to incorporate data about external events, such as new tax laws or competitors, but they also draw summarized information from internal MIS and DSS. They filter, compress, and track critical data, displaying the data of greatest importance to senior managers. Increasingly, such systems include business intelligence analytics for analyzing trends, forecasting, and drilling down to data at greater levels of detail For example, the CEO of Leiner Health Products, the largest manufacturer of private-label vitamins and supplements in the United States, has an ESS that provides on his desktop a minute-to-minute view of the firm's financial performance as measured by working capital, accounts receivable, accounts payable, cash flow, and inventory The information is presented in the form of a digital dashboard, which displays on a single sereen graphs and charts of key performance indicators for managing a company. Digital dashboards are becoming an increasingly popular tool for management decision makers. Contemporary business intelligence and analytics technology have promoted data- driven management, where decision makers rely heavily on analytical tools and data at their fingertips to guide their work. Data captured at the factory or sales floor level are immediately available for high-level or detailed views in executive dashboards and reports It's real-time management and highly visual. Procter & Gamble (P&G) is a world-class leader. The Interactive Session on People illustrates information-driven management at work in this company