Pal's Sudden Service, quick-serve resaurants in Northeastern Tennessee and Southwestern Virginia won the Malcolm Baldrige Quality Award in 2001: Pal's uses a variety of processes to learn about its customers' expectations. Owner/Operators participate regularly in "Marketing-By-Walking-Around" activities, interviewing current and potential customers to identify their wants and needs. Additionally, Pal's has established a web site that provides customers with information about its food products...

BPIR Categories

8.2.3 Leadership relationships with customers
1.1.4 Conduct customer interviews/focus groups
1.3.1 Build customer relationships

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