Marketing Assignment: Case Study on Internal and External Customer Requirements and Feedback

Running head: MARKETING ASSIGNMENT
Marketing Assignment
-Case Study
Name of the Student
Name of the University
Author Note

1MARKETING ASSIGNMENT
Table of Contents
Task 1:Requirements of 3 internal customer- Case Study.........................................................6
Internal Customer 1................................................................................................................6
Requirements of the customer:...........................................................................................6
Service provided to the customer:......................................................................................6
Internal Customer 2:...............................................................................................................8
Requirements of the customer:...........................................................................................8
Service provided to the customer:......................................................................................8
Internal Customer 3................................................................................................................9
Requirements of the customer:...........................................................................................9
Service provided to the customer:....................................................................................10
Task 2: Requirements of 3 external customers- Case Study....................................................11
External Customer 1:............................................................................................................11
Requirements of the customer:.........................................................................................11
Service provided to the customer:....................................................................................11
External Customer 2:............................................................................................................12
Requirements of the customer:.........................................................................................12
Service provided to the customer:....................................................................................13
External Customer 3:............................................................................................................14
Requirements of the customer:.........................................................................................14
Service provided to the customer:....................................................................................14
Task 3: Complaints of 3 internal customers- Case Study........................................................15

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Internal Customer 1:.............................................................................................................15
Internal Customer 2:.............................................................................................................16
Internal Customer 3:.............................................................................................................16
Task 4: Feedbacks from internal and external customers from task 1, 2 and 3.......................17
Evaluation Reports:..............................................................................................................17
Evaluation report from customer 1:.................................................................................17
Evaluation report from customer 2:.................................................................................18
Evaluation report from customer 3:.................................................................................18
Recurring feedback from Customer 1:.............................................................................19
Recurring feedback from Customer 2:.............................................................................19
Recurring feedback from Customer 3:.............................................................................19
Feedback from internal customers.......................................................................................20
Feedback from internal customer 1:.................................................................................20
Feedback from internal customer 2:.................................................................................20
Feedback from Internal Customer 3:................................................................................20
Feedback from external customers.......................................................................................21
Feedback from external customer 1:................................................................................21
Feedback from external customer 2:................................................................................21
Feedback from external customer 3:................................................................................22
Task 5: Knowledge Assessment...............................................................................................22
Question 1: Principles of quality customer service and positive communication...............22

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Principles of quality customer service.............................................................................22
Principles of positive communication..............................................................................23
Question 2: Three appropriate non-verbal communication methods when providing service
to customers.........................................................................................................................24
Question 3: Two methods business use for enhancing service delivery in response to staff
and customer feedback.........................................................................................................24
Method 1..........................................................................................................................24
Method 2..........................................................................................................................24
Question 4: Two professional service standards expected of service industry personnel;;
two standards of personal presentation and hygiene; two different customer service and
communication expectations, especially those with special service needs..........................24
Two professional service standards expected of service industry personnel...................25
Two attitudes and attributes expected by the service industries to work with customers25
Two standards of personal presentation and hygiene......................................................25
Two different customer service and communication expectations, especially those with
special service needs........................................................................................................26
Question 5: Definitions of different customer types: external, internal, new, regular or
repeat, visitors......................................................................................................................26
External Customers:.........................................................................................................26
Internal Customers...........................................................................................................26
New Customers:...............................................................................................................27
Regular Customers/Repeat Customers:............................................................................27

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Visitors:............................................................................................................................27
Question 6: Designated response times for acknowledging customers and their enquiry...27
The designated response time for acknowledging customers..........................................27
The designated response time for acknowledging customer enquiries............................28
Question 7: Two personal presentation and hygiene standards when providing services to
customers..............................................................................................................................28
Question 8: Procedures for different types of services: acknowledging and greeting
customers; complaint and dispute management; empowerment of different levels of
personnel to resolve complaints; disputes, service issues and customer compensation;
loyalty programs; presentation standards for customer environment, customer service
personnel, and document and promotional materials; pricing guarantees; product quality;
refunds and cancellation fees; response times; service guarantees; training staff for
customer service and complaint handling............................................................................28
Acknowledging and greeting customers..........................................................................29
Complaint and dispute management................................................................................29
Empowerment of different levels of personnel to resolve complaints.............................29
Disputes............................................................................................................................29
Service issues and customer compensation......................................................................29
Loyalty programs.............................................................................................................30
Presentation standards for customer environment...........................................................30
Customer service personnel, and document and promotional materials..........................30
Pricing guarantees............................................................................................................30
Product quality.................................................................................................................30

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Refunds and cancellation fees..........................................................................................30
Response times.................................................................................................................30
Service guarantees............................................................................................................30
Training staff for customer service and complaint handling...........................................31
Question 9: Special needs of practice for various groups of customers in relation to: modes
of greeting; farewell and conversation; body language and body gestures; formality of
language and clothing..........................................................................................................31
Modes of greeting, fare welling and conversation...........................................................31
Body language and body gestures....................................................................................31
Formality of language......................................................................................................31
Clothing............................................................................................................................31
Question 10: Three formal methods of collecting feedback and 2 informal methods of
collecting feedback...............................................................................................................31
Question 11: You are working in fast food outlet and are aware that the time period for
producing dishes on your business menu varies considerably from dish to dish. In the space
below outline the communication technique and equipment your business should use to
communicate with their customers when the customer’s dishes are available....................32
Bibliography.............................................................................................................................33

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Task 1:Requirements of 3 internal customer- Case Study
Internal Customer 1
Requirements of the customer:
In this scenario, the internal customer is another cook in my commercial kitchen. The
cook approached me to seek assistance to identify which broth is suitable for a Consommé.
The cook requires help to understand which recipe is suitable for making the broth, so that it
can balance the taste of the consommé well and make the dish taste good. The cook is
relatively inexperienced with recipes for broth and therefore it is vital to support her to
identify the correct ingredients and the right method to make the appropriate broth. It is also
important to understand that the cook also requires support to improve her proficiency in
making broth and requires practice to select the right type of broth in the future without any
assistance.
Service provided to the customer:
In order to help the customer, I had to look up the right recipes of broth that can
accompany the Consommé ordered by the customer. Hence, I provided a standard recipe for a
classic chicken consommé which has been outlined below. I also provided the cook
alternative options, based on the taste, clarity, flavor, aroma, clarity, presentation and choice
of ingredients which can be customized according to the preference of the customers. I
provided alternate recipes also keeping in mind the special food requirements of different
customers and keeping in line with their food habits and choices. I was able to help the cook
to identify the correct recipe after identifying the needs and preferences of the customer and
recommending the recipe of the broth accordingly.

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Standard Recipe Card: Classic Chicken Consommé (As designed by the Author)
Ingredients (Serves 6-7 people) (Cost- A$13.5)
Ingredient Name Quantity
Chicken Carcass 1 (well cooked with fat removed)
Onion 1 medium sized, halved with the skin intact
Carrot 1 large, washed and chopped
Celery Stalk 1 washed and finely chopped
Parsley leaves A handful, with stalks and leaves finely chopped
Egg whites 2 to 3, large
Garlic 1 clove with the skin intact
Tarragon A handful
Bay leaves 1, large
Salt and Pepper To taste
Method:
1. Place all the vegetables and chicken carcass in a large vessel along with the herbs and
garlic.
2. Add cold water and allow to gradually boil.
3. After reaching boiling point, reduce the heat and allow the broth to simmer for 2
hours at low heat, ensuring the all the ingredients remain fully immersed in water.
4. After 2 hours, taste the broth to ensure the presence of well blended flavors of chicken
and spices. The broth may be cooked a while longer in case of absence of the same.
5. Strain and reheat the broth in order to reduce it to a quarter of its original quantity.
6. Cool and refrigerate for an hour followed by removal of excess fat.
7. Reheat the broth and add the egg whites with continuous whisking.
8. Allow the broth to simmer upon a low flame in order to allow the formation of a