Case Studies Southwestern University: (C)*
The popularity of Southwestern University’s football program under its new coach, Bo Pitterno, surged in each of the 5 years since his arrival at the Stephenville, Texas, college. With a football stadium close to maxing out at 54,000 seats and a vocal coach pushing for a new stadium, SWU president Joel Wisner faced some difficult decisions. After a phenomenal upset victory over its archrival, the University of Texas, at the homecoming game in the fall, Dr. Wisner was not as happy as one would think. Instead of ecstatic alumni, students, and faculty, all Wisner heard were complaints. “The lines at the concession stands were too long”; “Parking was harder to find and farther away than in the old days” (that is, before the team won regularly); “Seats weren’t comfortable”; “Traffic was backed up halfway to Dallas”; and on and on. “A college president just can’t win,” muttered Wisner to himself.
At his staff meeting the following Monday, Wisner turned to his VP of administration, Leslie Gardner. “I wish you would take care of these football complaints, Leslie,” he said. “See what the real problems are and let me know how you’ve resolved them.” Gardner wasn’t surprised at the request. “I’ve already got a handle on it, Joel,” she replied. “We’ve been randomly surveying 50 fans per game for the past year to see what’s on their minds. It’s all part of my campuswide TQM effort. Let me tally things up and I’ll get back to you in a week.”
When she returned to her office, Gardner pulled out the file her assistant had compiled (see Table 6.6). “There’s a lot of information here,” she thought.
TABLE 6.6 Fan Satisfaction Survey Results (N = 250)
1. Using at least two different quality tools (Pareto chart, Matrix) analyze the data and present your conclusions.
2. How could the survey have been more useful?
3. What is the next step?