Merchant's Tire & Auto Centers: Customer Feedback as a Quality Improvement Tool

Abstract

This case introduces students to issues surrounding the collection, interpretation, and use of customer feedback for improving the quality of service. Various forms of customer feedback are considered, and a system is described that ties the feedback to employee compensation. The final section of the case describes the key figure who is questioning the appropriateness of the company's customer-feedback system. Data analysis is provided in exhibits for students to interpret.

Excerpt

UVA-OM-0731

1

CUSTOMER FEEDBACK AS A QUALITY IMPROVEMENT TOOL

You can shear a sheep many times, but you can only skin him once.

Jim Michaels, president

Merchant's Tire & Auto

. . .

Keywords: quality control, service operations, management of