“Who cares wins”

Considers the implementation of the customer care campaign within Asda, as a response to the results of a MORI survey of Asda staff and customers. The staff training programme took place between 1985 and 1987 with the stated aim of providing enjoyable and convenient shopping for customers. The campaign covered four phases: awareness; education; training; and follow‐up. Its success was measured in terms of increased customer loyalty; a reduction in the number of complaints against staff; and a lower rate of staff turnover.