WORKERS at Silentnight Beds have let quality go to their heads -- literally. They have all been presented with a baseball hat emblazoned with the company's customer care philosophy.

Silentnight says its new internal quality control initiative will rewrite industry standards. The CAP programme focuses on three key disciplines, Customers, Attention to detail and Pride.

Managing director Andrew Clark explained: "Our philosophy is simple -- staff can wear the cap if it fits. We want them to be constantly aware of how important their actions are and to have real pride in working for the largest bed manufacturer in the UK.

" Silentnight has a market-leading reputation for a strong brand and a quality product that we are proud of. But, to maintain market share, the business needs to ensure that we continue to meet and, more importantly, exceed our customers' expectations.

The CAP campaign was launched to Silentnight's 500 employees at an interactive business awareness presentation. As well as a preview of the company's new TV advertising campaign, staff were shown a video of their opinions on quality control and pride in their job."

Added Mr Clark: "The snapshot of interviews shows that they are already committed to producing a high quality end product and good customer service. The CAP initiative aims to build on this and ensure that we capitalise on the strength of our brand name."