The case of Blue Mountain Resorts
Jiahui CHEN

Background: First of all, the scenery here is beautiful which back to the Niagara bluff and near Georgian Bay. Actually, it’s a huge hill—it’s a perfect combination with mountains and lakes. This is the reason why BMR can outstand among 250 000 lakes in Ontario. Secondly, it includes hotels, apartments, restaurants, shops and bars, and not far from each other. And BMW provide fixed-line shuttle bus to take if the customers are so tired. Thirdly, as you can see, BMW is famous for its skiing activities but it develops some other sports not only just ski to make sure the variety of activities and let the tourists come every season not only the winter . The family can book a day or a week’s activities include tennis, golf, ice-fishing and mountain biking as well as outdoor and indoor like swimming, rock climbing and so on. But it’s based on the complete system of skiing sports. No matter you are an experienced ski or a first try, BMR is the ideal choice because they provide private lessons for all levels as well as the specific lessons to U-tube and snow mound. More than 300 career coach will ready to teach skill according to your level to make sure you can enjoy the fun in winter!

The main problem:
At the early age, BMR pursue the contact between staff and customers and do researches to compare the other resorts with their to make improvements and change the hiring war and annual service quality report to service the ‘better’ customers.
Then BMR moved forward to the enhanced service, but actually, placing the staff in mountain to deal with clients’ complain and answer the question. It leaded to another question that provided some unnecessary services to customers such as provided chocolate or hot milk in the morning. At the same time, calling center was missing 1000+ calls and because of the unclear signal, customers were hard to find the right place.
This strategy made the raise of labor cost and the financial pressure, making the developing more difficult. BMR need reconsider the definition to the service quality and readopt other way. Then they developed the SWOP program.
The main way to improve the quality service is to improve and perfect facilities to make a perfect environment to customers, paying more attention on features, reliable and experience.

Recommendation and Plan : From the 3 plans which have been proposed, I think I will support the first one “custom flow” because it is the basis of these 3. It was proposed to solve the problem of how to allow tourists familiar with the route and services, especially for the people who come first.
We can coordinate it from parking, sports equipment rental and services stations. To deal with these problems, we need to increase the parking staff, print more guiding maps including some services introduction and set more information desk for tourists involving more dialing lines to answer the question. I do really think the first one can be realized in a short time. I think the second and the third need more time because we cannot easily get the feedback and prepare it without a huge pre-research but actually the action first lead to second finally. And the second is an immediate action needed to be done. Improve the speed of service can improve the staffs’ services ability and enhance cooperation between every department to provide a high-quality and high-speed service to satisfy customers, realizing the SWOP program’s goal.
We cannot make the third in the short run because it needs enough funds to support this complete information system. But with the development of the information system, we need build a suitable information system for our own and applied it in services to improve customer satisfaction greatly.