When the stars and tires align Tire Discounters runs 101 stores in 5 states

摘要

Not all of Chip Wood's tire customers were happy with the service at Tire Discounters in 1997. By most accounts, the company was a success, with 10 stores throughout the Cincinnati, Ohio, area. But too many people — not a considerable number but measureable, according to Wood — were coming back after buying tires from his stores. "Most of the customers who would come back complained their tires wore out too quickly," says Jamie Ward, president and chief operating officer. "We always got the blame. We were tired of seeing those customers come backbecause we're so customer focused. So we decided to align (new) tires for free just to see what would happen."