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Subject category: Marketing
Authors:
Uta J├╝ttner (Lucerne University of Applied Sciences and Arts, Business School); Katharina Windler (Lucerne University of Applied Sciences and Arts, Business School)
Published in:
2019
Version:
15-Mar-2019
Revision date:
29-Mar-2019
Length:
15 pages
Data source:
Field research

Abstract

The case 'Inside Laax: Digitalising the Skiing Experience' tells the story of how the customer experience of a skiing resort was successfully revolutionized using technology. It highlights the challenges and decisions that were faced along the way, such as choosing a web- or app-based solution, facing resistance from 'traditional marketing', prioritizing and experimenting with services to be digitalised and engaging the resort's various stakeholders to support a positive digital customer experience. In parallel, the advance of the small entrepreneurial team responsible for the development of the digital skiing experience is shown, developing from a department of the resort's dominant firm to the independent company inside labs ag. The case ends with the CEO of this company pondering about the future: Should inside labs ag strive for growth by further developing the skiing experience into a destination experience, developing similar apps for other skiing resorts or other clients outside the skiing sector, or invest into a mega skiing destination platform with a resort-overarching app? The case allows students to analyse and discuss issues around the main areas of CRM, digital customer journey and touchpoint management as well as entrepreneurship.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Topics

CRM (customer relationship management); Entrepreneurship; Business development; Tourism management

Setting

The events covered by this item took place in 1996-2019.

Geographical setting

Region:
Europe
Country:
Switzerland
Locations:
Laax; Flims; Grisons

Featured company

Company name:
inside labs AG
Employees:
11-50
Type:
Privately held
Industry:
Technology start-up
Other keywords:
Digital-driven business model; Gamification; SME; Start-up

Featured protagonists

  • Kristian Paasila (male), CEO & Co-founder
  • Reto Gurnter (male), President of the Board & Co-founder

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