Bmr Case Study

Issues and Objectives

Dave Sinclair, vice president of human resources at BMR, has to prioritise the 3 proposals provided by a team of 25 BMR managers. The following Monday, he has an executive team meeting where he will make recommendations to improve the service quality program. BMR has a bad reputation among customers as it offers poor service and the wait time is very high. The morale of the staffs is low as they are unable to offer the proper level of service. The objective is to improve the service and morale of the employees.

Major issues

Labour cost is very high as BMR wants to provide the best customer experience. However, there is no proper communication systems. For instance, information desk is unable to communicate with the rental desk before directing customers to them. Another issue is the speed of the service delivered. Management find that a 10 minutes waiting time is acceptable. Currently, the waiting time exceed 10 minutes. As a results, customers are frustrated causing employees to have a low morale. Blue mountain resort has acres of property but the signage is poor. It is very frustrating for first time customers as they do not know where to go. It adds a lot of pressure of staff and with the lack of information systems, the customer experience worsens

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Case Analysis

Alternatives

Strengths

Weaknesses

Opportunities

Threats

Customer flow process

1. It will improve signage at BMR;

2. Reduce employee stress as customer can find some information by themselves;

3. Better parking management;

1.Will cost a lot of money to provide information 24/7;

2. There might be an overflow of information for the skiers;

3. Does not improve communication between each section at BMR

This alternative will complement the expansion project by Intrawest

If the weather worsens, then it will be very difficult to provide information to customers. For example if computer terminal kiosks are installed everywhere, a snow storm might damage the equipment.

Speed of Service

1.Communication among staffs will be improved. For example, customer service and the ski rental equipment,

2. Waiting time will be reduced which equates to happy customers