Following the segmentation of the properties of Days Inns of America into categories of 1-5 sunbursts, an approach that did not work particularly well because it pointed out the wide variation in property quality, an alternative program to improve their bottom line through better customer service was implemented. Extensive research with the properties and other material illustrated that profits would increase between 10%-30% depending on the market segment when service improvements were put in place. The material was presented to a large group of senior managers and franchisees who were allowed to vote by computer on the segments and strategies they believed were best suited to the Days Inn offerings and the new approaches were put in place.