Wallie's Western Wear is a retailer of western style clothing that produces all of its own products. Wallie and Wanda, the owners, want to incorporate a system to solve quality problems and understand they need to start with their customers. What suggestions would be helpful for this process?
What will be an ideal response?
Wallie's Western Wear should consider the following suggestions.
* To start, they should ask the question: What products and services will satisfy customers' needs and expectations? For their store, customers will expect a combination of product and service as opposed to concentrating on one aspect or the other.
* After they have identified customers expectations, Wallie's Western Wear should identify how to exceed these expectation so as to leave a lasting, favorable impression on customers. The goal is a repeat customer who provides positive word of mouth.
* The concern for customer needs and satisfaction could then be used to energize the total quality management effort of Wallie's Western Wear especially if employees are treated as well as the customers.
* Since "Retail is detail", identifying operating details (average sales, traffic patterns of customers, which items are the most profitable) critical for success is necessary. For a clothing store where customers have plenty of choices, it is even more important.
* Customer opinions should be sought as to their satisfaction. Again, employees having direct contact with customers can serve as the eyes and ears of Wallie's Western Wear in evaluating existing quality levels and customer needs. Managers should also be watching and listening for customer reactions. By combining information from the employees and management, the company could work towards involving and empowering customers to improve quality.
* Company sales data should be "mined" for insights into customer behavior. Fortunately, statistical business management software programs are available with "business intelligence" modules to assist Wallie's Western Wear in this effort.
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