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''Dare To Dream'' Campaign Upgrades Customer Service

Pick-n-Pay, a South African supermarket chain with 265 stores, opted to rebuild its corporate image, emphasizing such tenets as respect, dignity, and freedom for all individuals. Entitled "Dare to Dream," the incentive program would reward employees who provided excellent service. The prize: a trip to Disney World in Orlando, Florida, including enrollment in a Quality Service course offered at the Disney Institute. Qualification measurements were established, including both internal and external service standards. Score sheets were prepared by the company's human resources department in conjunction with an independent research company. Staff completed score sheets on each other to qualify for a win-and-spin lucky draw. External measurements included "mystery shoppers" and customer comments. Categories such as store cleanliness and communication response times were also measured.