Case Study: Customer Service, Communication & Marketing Principles

This marketing assignment presents a case study focusing on customer service and communication. It identifies the requirements and complaints of both internal and external customers within a commercial kitchen setting. The study provides detailed service examples, including recipe cards for specific dishes catering to customer preferences and dietary needs. Furthermore, it evaluates feedback from customers and delves into the principles of quality customer service and positive communication. The assignment also assesses knowledge related to non-verbal communication, methods for enhancing service delivery, professional service standards, customer types, response times, presentation standards, and procedures for handling complaints and disputes. It concludes by addressing special customer needs and methods for collecting feedback, offering practical insights into effective customer service strategies.

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

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surface layer of egg whites.
9. Strain the liquid using a muslin cloth. Reheat till warm and serve immediately.
Internal Customer 2:
Requirements of the customer:
The second internal customer is another cook in my commercial kitchen. The
customer was preparing a Grilled Porterhouse Steak and wanted a recipe for a sauce that can
be used with the steak. The customer wanted to know the various types of sauces that can
accompany this specialized steak and which can enhance its flavor and taste. The customer
also needs to know how different sauce can influence the overall flavor of the stake in terms
of the texture and flavor produced by it and selecting the correct sauce based on the
preference of the diner. In addition, the customer also needs to know the time required
making each of the sauce and the ingredients required to prepare them.
Service provided to the customer:
Based on popular customer choices along with time and financial effectiveness, I
selected a suitable steak sauce for which, I provided a Standard Recipe Card as outlined
below. I was able to look up the standard recipes to identify the choice of sauce that can
accompany the steak, the ingredients that are needed for the sauce and how the sauce can
enhance the flavor and texture of the steak. I also helped the cook to compare and contrast
between different choices of sauce before helping to select the correct one in accordance to
the choice and preference of the diner. I also had to perform a brief research and calculation
on the nutrient value of the sauce and calculate the cost of its production based on its
ingredients and method of production.

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Standard Recipe Card: Balsamic Steak Sauce- For Grilled Porter House Steak (As
designed by the Author)
Ingredients (serves 1 serving of Grilled Porter House Steak) (Cost- A$10.5)
Ingredient Name Quantity
Balsamic Vinegar ¾ th Cup
Ketchup 2/3 rd Cup
Honey ¼ th Cup
Shallots 2, sliced
Worcestershire Sauce 30 gm
Dijon Mustard 15 gm
Salt, Pepper and Sugar To taste
All Spice 1/4th teaspoon
Method:
1. Simmer all the ingredients till thick for 15 to 20 minutes
2. Strain well and add butter with gradual whisking
Internal Customer 3
Requirements of the customer:
The third internal customer in the given case scenario is also another cook from my
commercial kitchen who is preparing Caesar Salad for a client. The cook is relatively
inexperienced with preparing salads and not very sure of the types of dressings that are
required for different salad recipes. The customer wants to know which type of dressing
would be the most appropriate for the Cesar Salad so that it can enhance the flavor of the
salad. The customer therefore needs assistance to identify what ingredients are suitable for

10MARKETING ASSIGNMENT
salad dressings, including the type of base that the salad requires and the ingredients that
would sit well with the ingredients used in the salad.
Service provided to the customer:
I recommended the following recipe of Lemon-parmesan dressing for Caesar salad.
Based on the requirements and specifics shared by the client, I was able to recommend an
appropriate dressing recipe for the customer that is according to the food preference of the
customer and also can enhance the flavor of the salad and provide a strong and aromatic base
for the salad. I was able to provide a written copy of the recipe to the customer to ensure it is
well understood and to avoid any confusions in the future. I also sent an email with additional
alternative recipe for dressing for different salad types from the standard recipe format.I was
able to help the customer to understand the different types of dressing that are suitable for
different types of salads.
Standard Recipe Card: Lemon-Parmesan Dressing (As designed by the Author)
Ingredients (Serving 1 for Caesar Salad) (Cost- A$ 9)
Ingredient Name Quantity
Fresh lemon juice 1/4th cup
Mayonnaise or egg yolk 15 gm/1 egg
Worcestershire sauce ½ teaspoon
Anchovy paste 1 teaspoon
Dijon mustard 1 teaspoon
Parmesan Grated, 30 gm
Garlic 1 medium clove minced
Extra virgin olive oil ½ cup
Salt and pepper, ground fresh To taste

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Method:
1. Except for oil, blend all the ingredients into a puree
2. Gradually add olive oil followed by seasoning to taste
Task 2: Requirements of 3 external customers- Case Study
External Customer 1:
Requirements of the customer:
The first external customer in the given scenario is a front house service attendant
who is representing the customer. The attendant needs assistance in deciding which main
course to select for the menu for my restaurant which does not contain garlic. According to
the attendant who is representing the customer, the customer has intolerance to garlic. The
attendant needs an option for main course which can be made with alternatives to garlic and
would not cause food intolerance for the customer. Thus, the customer is in need for
suggestions for alternatives to main course recipes that does not have garlic in them or garlic
flavors in them.
Service provided to the customer:
According to the needs of the customer, as informed by the attendant, I looked
through the Standard Recipes and recommended the following alternative main dish recipe
without garlic. I also recommended ingredients such as peppercorns, cumin, fennel, celery,
carrots and celeriac as alternative ingredients to enhance the flavor of the main course. I
provided the attendant different recipes that use these ingredients to provide the customer
with more choice for the main course. From the available options, I also recommended the
main course that can be appropriate to the needs of the customer and therefore offer them the