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

12MARKETING ASSIGNMENT
main course according to their preference and food choice and food sensitivities. I also
provided the attendant a written list of different ingredients that can be used to further
enhance the flavor of the main course, from which the customer can select their own choices.
Standard Recipe Card: Honey-Ginger Glazed Salmon (As designed by the Author)
Ingredients (Serving 1) (Cost- A$10.5)
Ingredient Name Quantity
Salmon Fillets 4
Honey ½ cup
Ginger 2 inch piece
Cumin 1 teaspoon
Soy Sauce 1/4th cup
Brown Rice 2 cups
Method:
1. Combine and simmer all ingredients except for fish for 2 minutes. Allow to cool.
2. In a lined baking dish, place the fillets followed by the above marinade. Rest for 10
minutes.
3. Strain the marinade and cook for 5 minutes on a medium heat.
4. Roast the fish for five minutes. Brush with the cooked marinade and roast again on
each side for the next 2 minutes in a preheated oven at 180C.
External Customer 2:
Requirements of the customer:
The second external customer is also a front house attendant who is representing the
customer. The attendant informed that the customer is lactose intolerant and therefore the

13MARKETING ASSIGNMENT
entree should not have any dairy products. The customer therefore needs lactose or dairy free
food for the entree as they can cause adverse health impact on the customer. Thus the
customer needs alternatives to the entrée menu which is made up on alternatives to dairy
products. It should also be noted that the customer requires an option from the menu that is
healthy and would not have adverse effect on customer’s health.
Service provided to the customer:
The customer was given alternative recipes for entrée that does not include dairy
products. After looking through the standard recipe book, I was able to recommend chicken
with olive oil and cauliflowers, vegetarian rice bowls, vegan pizza, shrimp salad in avocado
sauce, beef stroganoff, coconut lime panco crusted cod, butternut squash linguini and fried
sage, from which the standard recipe of one dish has been mentioned below. These recipes
offer a rich aroma and texture, without the usage of dairy products. I also provided other
alternatives to dairy such as tofu and soya milk based products to replace dairy products such
as cottage cheese and milk in the recipes. I provided a written and detailed email to the
attendant with the different daily less ingredient and its flavor which can help her to select the
right note of flavor for the customer.
Standard recipe card: Olive oil roasted cauliflowers and chicken (As designed by the
Author)
Ingredient (Serves 5 people) (Cost- A$7.5)
Ingredient Name Quantity
Chicken thighs 5
Chicken drumsticks 5
Cauliflowers 1 head, separated into florets
Salt and pepper To taste
Honey 30 gm

14MARKETING ASSIGNMENT
Basil leaves 1 cup
Method:
1. Preheat the oven and place chicken pieces in a lined baking sheet and roast for 30
minutes at 200C
2. Remove and add the cauliflower. Drizzle the honey, seasoning and basil mixture and
roast for another 30 minutes till tender.
External Customer 3:
Requirements of the customer:
The third external customer in the given case scenario is also a front of house
attendant who is representing the customer. The attendant informed that the customer is
diabetic and has been asked to limit the intake of sugar. The attendant informed that the
customer wants to order desert that does not have sugar. Since the customer is diabetic,
consuming too much sugar can be harmful for the customer’s health. However, since deserts
need to be sweet, the sugar can be replaced with artificial sweeteners such as saccharin. Thus
it can be understood that the customer wants a low calorie desert that is void of sugar but
without compromising on the taste of the desert.
Service provided to the customer:
After researching through the standards recipes, I was able to recommend saccharine
as an alternative to sugar and also provided several alternatives to low sugar choice for
deserts such as flourless brownies made of sweet potatoes, sugar free apple tart, carrot
cupcake, dark chocolate ice cream, peach and berry cobbler, sugar free chocolate mousse,
gluten free peanut butter cookies, frozen yoghurt with berries, sugar free chocolate chip
cookies, fruit pizza and chocolate and raspberry tart. I also provided various alternatives for

15MARKETING ASSIGNMENT
toppings for the desert which can increase the sweetness of the desert without having to add
sugar to it. I also supported the recommendations with the recopies for the deserts sent to the
attendant via email so that she can share them with the customer to choose from.
Standard recipe card: Dark chocolate banana ice cream (As designed by the Author)
Ingredients (Serves 1) (Cost- A$ 6.5)
Ingredient name Quantity
Bananas 2, frozen and sliced
Cocoa Powder 30 gm
Dark chocolate chips 15 gm
Method:
1. Blend the bananas till a thick, smooth mixture is obtained.
2. Gradually add the cocoa powder till well blended.
3. Freeze for at least 4 hours or overnight before serving. Garnish with chocolate chips.
Task 3: Complaints of 3 internal customers- Case Study
Internal Customer 1:
The internal customer 1, who took advice on the correct recipe for broth which can be
used for the consommé, approached me with a complaint that the broth was cloudy and it
lacked aroma. The cook further informed that she followed the recipe to the letter, following
the time as well as temperature for each ingredient and used the ingredients suggested to him
and after consulting with the diner. The cook however also mentioned that the broth’s colour
wasn’t as it was supposed to be and had some sediment at the bottom, which spoiled the
presentation of the food. The customer was very upset that the recipe didn’t work and was
afraid that she would get poor customer feedback.

16MARKETING ASSIGNMENT
After receiving grievances from the customer regarding the selection of plentiful
choices, it was creating misunderstanding for her to balance the right ingredients with the
preferences of the customer. She clearly mentioned in her complaint list regarding a limited
choice for the ingredients and that she did not want egg whites due to which the broth
remained little milky and had sediments of fat. The customer demanded a repayment or a
discount for the consommé due to its lack of taste and quality. At this juncture, the cook
strategically aimed to pacify the offended client and ensured of making improved choice in
the ingredients for broth recipe which will satisfy the diner in the given case scenario.
Internal Customer 2:
The internal customer 2, who took advice on the type of sauce which would be used
with the Grilled Porterhouse Steak, complained that the consistency of the sauce was not as it
was supposed to be. The customer informed that the sauce was very lumpy and its texture
also lacked consistency. Due to this the sauce was either too runny and had big lumps in it,
due to which it cannot be spread evenly on the surface of the steak. The customer however
informed that the taste of the sauce was perfect, which showed that the selection of the
ingredients was correct.
The customer informed another cook that she followed the recipe to perfection and
there was no scope for missing any step. However, she complained about the taste of the
sauce which was made with utmost urgency and the ingredients used for the sauce was very
cold and sufficient time was not provided to liquefy them after taking them out of the freezer.
This suggested that the consistency of the sauce was probably affected due to the hurry in
which the sauce was made. However, in response to this complaint, the cook replied that
some of the ingredients that were mentioned in the recipe list were incomprehensive to
understand and therefore alternatives had to be used. Furthermore, the cook mentioned that

17MARKETING ASSIGNMENT
the choice of alternatives for ingredients for the sauce was not detailed or elaborates enough,
which also limited the choice for the cook and caused confusion when the right ingredient
was not available.
Internal Customer 3:
The internal customer 3, who took an advice on desert recipes that does not include
sugars for a diabetic client, returned with the compliant that the desert made using my
recommendation was too sweet. The cook used artificial sweeteners instead of sugar and used
different types of low sugar deserts but still they were too sweet for the taste of the client and
thus the client was not happy with the desert. The cook also informed that the client wanted
deserts with little sweetness since she did not like deserts that are too much sweet. The
customer’s main complaint was with the level of sweetness that was present in the desert, and
not actually with the flavor of the desert. The client even pointed out that the same deserts
with little sweetenerswould taste much better.
Upon checking with the cook, it was identified that she used a high amount of
artificial sweetener in order to replace sugar, due to which the desert became too sweet. The
cook did not know that the artificial sweeteners are sweeter than sugar, per gram,
andtherefore only a fraction of the quantity of artificial sugar is actually needed for the recipe.
Thus, it was identified that the cook used too much of saccharin to sweeten the desert, which
made it exceedingly sweet for client’s taste. Here you also have to tell what response you
gave to the customer and what you did to retain the customer. Please write it like that
Task 4: Feedbacks from internal and external customers from task 1, 2 and 3
Evaluation Reports:

18MARKETING ASSIGNMENT
Evaluation report from customer 1:
Question: Yes
N
o
Not
Sure
Were the information provided to you helpful?
Was the information provided in a clear, succinent and
understandable way?
Were necessary additional information provided?
Did you receive any documents related to the information or help you
sought?
Was the issue resolved?
Were you happy with the support you got?
Would you seek further assistance from the same person in the
future?
Would you recommend to others?
Was the personnel polite and helpful?
Any additional feedback: The recipe was nice and detailed, however the outcome was not what I
expected. I was happy that a written recipe was also given to be to aid my memory. The service
could have been better if alternative recipes with different ingredients were suggested.
Evaluation report from customer 2:
Question:
Ye
s No
Not
Sure
Were the information provided to you helpful?
Was the information provided in a clear, succulent and
understandable way?
Were necessary additional information provided?
Did you receive any documents related to the information or help you
sought?
Was the issue resolved?
Were you happy with the support you got?
Would you seek further assistance from the same person in the
future?
Would you recommend to others?
Was the personnel polite and helpful?
Any additional feedback: The personnel were not very helpful with the steak recipe. I expected
better recipe for steak, but instead I got a very poor recipe that took a very long time causing
great inconvenience in the rush hours. However, I was glad that I was given multiple recopies to
select from, and combine different recipes to experiment new flavors.

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Evaluation report from customer 3:
Question: Yes
N
o
Not
Sure
Were the information provided to you helpful?
Was the information provided in a clear, succinent and
understandable way?
Were necessary additional information provided?
Did you receive any documents related to the information or help you
sought?
Was the issue resolved?
Were you happy with the support you got?
Would you seek further assistance from the same person in the
future?
Would you recommend to others?
Was the personnel polite and helpful?
Any additional feedback: Very glad with service. Very polite and supportive personnel. Helped me
understand the basics of Caesar salad and different approaches in making it. The documents
provided were also very helpful.
Recurring feedback from Customer 1:
Question:
Ye
s
N
o Not Sure
Was the solution given to you previously helpful?
Did you face challenges following the instructions provided in the previous
session?
Were you informed of the potential challenges that you might face in the
task?
Were you properly prepared for those challenges?
Was the information provided support your work?

20MARKETING ASSIGNMENT
Recurring feedback from Customer 2:
Question:
Ye
s
N
o
Not
Sure
Was the solution given to you previously helpful?
Did you face challenges following the instructions provided in the previous
session?
Were you informed of the potential challenges that you might face in the
task?
Were you properly prepared for those challenges?
Was the information provided support your work?
Recurring feedback from Customer 3:
Question:
Ye
s
N
o Not Sure
Was the solution given to you previously helpful?
Did you face challenges following the instructions provided in the previous
session?
Were you informed of the potential challenges that you might face in the
task?
Were you properly prepared for those challenges?
Was the information provided support your work?
Feedback from internal customers
Feedback from internal customer 1:
After taking the advice for the selection of broth for the Consommé, the customer was
fairly happy with the suggestions given to her. She stated that she was satisfied with the
service given to her and it was in accordance to what she asked for and also she received
additional inputs regarding the alternative strategies for the broth, which she can use to make
a perfect broth for the consommé. The customer was also glad that she was given a written
document with the recipies which she can consult with in the future and thus greatly save her
time. She appreciated the help and support given to her and was optimistic about the result.

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Feedback from internal customer 2:
This customer was not fully convinced about the choice of recipe given for the sauce
that can be used along with the grilled porterhouse steak. The customer had some
reservations on how some of the ingredients, such as garlic and peppercorn would have on
the taske to f the steak and the length of time needed to make the steak. The customer pointed
out that she felt the process was too long drawn and therefore impractical during the rush
hours. The customer however liked that multiple options for ingredients was provided to her,
using which she could make the sauce in various ways based on the preferences of the
customer.
Feedback from Internal Customer 3:
The customer who sought advice on the type of dressing that needs to be used for the
Caesar salad was very happy with the support given to her. She mentioned that since she was
offered multiple recipes and methods of making the dressing, she had developed better
understanding of the types of ingredients to be used for different types of salads. She also was
able to develop an idea for the type of base that is suitable for the Cesar salad ordered by the
client and therefore was significantly helpful for her. She was also very glad that multiple
recipes for dressing was shared with her in a well-documented format which she can use in
the future for other recipes for salad dressings.
Feedback from external customers
Feedback from external customer 1:
The external customer (front of house service attendant representing the customer)
showed satisfaction on the choice of main course which does not have garlic. The attendant
informed that the guest/client was really happy with the main course offered to him and
found the alternative ingredients to be very flavorful and rich in texture. The customer also

22MARKETING ASSIGNMENT
acknowledged that the choice of ingredients were also very healthy and suited well the
customer’s food preferences and habits. Overall, the customer was really glad with the
service provided and wanted to continue the professional terms with me, as she felt the
relation can greatly help her professional career.
Feedback from external customer 2:
The customer who sought advice for entrée that does not include dairy products
showed disappointment with the suggestion of tofu and soya milk as alternatives to dairy.
According to the customer, neither tofu nor soy milk was preferred by the customer nor
therefore using them on the menu was pointless and unsuitable for the customer. However,
the customer did like the idea of using avocado for making the cream for the entrée as it was
very healty and the customer loved avocados. Overall, the customer was not very satisfied
with the service she received and felt that the choice for dairy less entrée was very limited
and would not be satisfactory for the client’s choice and expectations.
Feedback from external customer 3:
The customer was thrilled to learn about the different choices for low sugar deserts
that are both healthy, flavourful as well as having a rich texture. The customer was also glad
to know about different ingredients that can be used to make the desert sweet, without having
to use sugar. According to the customer, this was not only healthy for the clients, but also
aesthetically pleasing and appetizing and thus would not affect the attraction of the dish. The
customer further appreciated my initiative to send her an email with the details of various
ingredients that can be used for the deserts, without using sugar, which she believes she can
use to make further improvisations on the recipe, according to the client’s taste and
preference.
Task 5: Knowledge Assessment

23MARKETING ASSIGNMENT
Question 1: Principles of quality customer service and positive communication
Principles of quality customer service
Some of the important and relevant principles of quality customer service are:
 Maintaining standards of quality service
 Ensuring equality and diversity of customer service
 Supporting physical access to service
 Timeliness and courteous approach
 Handling customer complaints effectively
 Appealing to the better nature of the customer
 Regular consultation and evaluation of services
 Retaining existing customers
 Adequate investment on customer service
 Understanding the needs of the customer and addressing them
 Consistency and accessibility to customer service
 Good design of the process or product
 Considering employees as customers
 Using all channels of communication
 Every contact with customer is a business opportunity
Principles of positive communication
Some of the important principles associated with positive communication include the
following:
 Understanding the perspectives of others
 Considering that every disadvantage can have its own advantages
 Using visual approaches in communication

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 Being minimal can be the most effective
 Storytelling as a effective tool for communication
 Trying to be a part of the solution instead of being a part of the problem
 Providing multiple choices and options for the customer
 Using a sense of humor in the conversation
 Keeping the conversation lively
 Using positive reinforcements for establishing communication
 Making the communication concrete
 Allowing individuals to use their imagination to develop and maintain communication
 Using every opportunity to develop positive communication
 Being optimistic
 Ensuring clarity in communication
 Active listening
Question 2: Three appropriate non-verbal communication methods when providing
service to customers
Three appropriate non verbal communication methods when providing service to
customers can be:
1. Using facial expressions in communication
2. Using gestures such as handshakes in communication
3. Using body language and posture in communication
Question 3: Two methods business use for enhancing service delivery in response to
staff and customer feedback

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Method 1
Using automation and technology whenever possible to speed up and optimise the
process of service delivery. This approach can help to automate the process of service
delivery, eliminating manual errors and supporting better productivity and efficiency of the
system.
Method 2
Developing a strong workplace culture that is based on the values of accountability,
responsibility, collaboration, teamwork, ethical practice and mutual respect can be another
method to improve service delivery. This can help to ensure fewer interpersonal conflict and
better team work which in turn can support better and more efficient service delivery.
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
Two professional service standards expected of service industry personnel
The two professional service standards expected of service industry personnel are:
1. Giving all customers warm and heartfelt greetings and being courteous and attentive
to what the customer has to say as well as being proactive in assisting customers.
2. Ensuring accountability and responsibility of the employees towards their job roles
and maintain the workplace etiquettes, practices and protocols.
Two attitudes and attributes expected by the service industries to work with customers
Two attitudes expected by the service industries to work with customers are:
1. Optimistic attitude while assisting customers and using positive language

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2. Showing an empathetic attitude towards the customers to understand their concerns
and address them
Two attributes expected by the service industries to work with customers are:
1. Strong communication skills
2. Sense of enthusiasm to help and serve customers
Two standards of personal presentation and hygiene
Two standards of personal presentation and hygiene are:
1. Maintaining the formal dress code and ensuring all dress/uniform worn by the
employees are clean and well ironed
2. Ensuring the employees hook clean and maintain the kitchen premises in a clean and
hygienic condition
Two different customer service and communication expectations, especially those with
special service needs
Customers with special needs can often have different expectations on customer service and
communication, due to the presence of specific disabilities that can hinder how they access or
utilize the service. Two such expectations are:
1. Having special arrangements for wheelchairs inside the restaurant for customers who
cannot
2. Using visual aids for customers with hearing difficulties
Question 5: Definitions of different customer types: external, internal, new, regular or
repeat, visitors

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External Customers:
They are external agents who pays for the bills and services they use and therefore
contributes to the profitability of the business. External customers are the ones to whom the
services are directed and offered to and they have the choice to select between competing
businesses.
Internal Customers
Internal customers are mainly the employees within an organization who are
responsible for the organizational operations. They can also be considered as the internal
stakeholders and they require support and assistance from the organization in order to
conduct their job roles successfully. Additionally, the internal customers add value to the
organization through their productivity and performance.
New Customers:
New customers or first time customers are the ones who are using the service offered
by the business for the very first time. New customers are generally not familiar with the
service provided by the business and therefore are willing to test them and find if they are
suitable to their taste and needs.
Regular Customers/Repeat Customers:
Regular or repeat customers are the ones that are loyal to the company and have
already tried the products and services of the company. These customers understand the
brand value of the business and choses to continue seeking services from the same place.
Regular customers also have expectations on the business for their continued loyalty and their
feedbacks provide valuable insights that can help the business to grow and prosper.

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Visitors:
These are temporary customers who are visiting the place where the businesses are
located for a brief period of time. These customers can include travelers and tourists as well
as customers on business trips. Even though these customers are temporary, they can share
their experiences extensively due to their large social network and therefore are valuable for
the business.
Question 6: Designated response times for acknowledging customers and their enquiry
The designated response time for acknowledging customers
Acknowledging the concerns and feedback of the customers is one of the vital aspects
that can maintain and influence customer satisfaction. A timely acknowledgement of the
customers can help the customer feel more welcomed and supported in the business and
therefore can foster better experience. This it is important to outline and standardize the
response time to ac=knowledge customers, to ensure they are addressed in a timely and
responsive manger.
A timeframe of 10 to 30 minutes should be good enough to offer the initial response
and acknowledgement to the customer and a further 1 hour should be good enough for a
follow-up on the communication if needed.
The designated response time for acknowledging customer enquiries
Even after acknowledging the customers, it is also important theirtheir concerns and
queries are also acknowledged on timely manner. This can provide the customers an
assurance that their queries are being looked into and the concerns would be addressed by the
management at the earliest.

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Question 7: Two personal presentation and hygiene standards when providing services
to customers
Two personal presentation and hygiene standards when providing services to customers are:
1. Maintaining a uniform dress code and ensuring the dress/uniform of the employees
and service attendants are clean, professional and hygienic.
2. Maintaining safe and hygienic storage pf food and maintain hygienic conditions in the
kitchen
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
In order to successfully run the business, various types of services are required. Each
of these services can have different procedures, which have been outlined below:
Acknowledging and greeting customers
Customers can be acknowledged and greeted as soon as they enter the business
premises and they can be offered various choices for service to suit their needs.
Complaint and dispute management
Customer complaints can be collected using complaint drop boxes as well as through
email feedbacks from the customers. The disputes can be managed through effective conflict
management and negotiation strategies.

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Empowerment of different levels of personnel to resolve complaints
Training employees at various levels to increase their current skills and competencies
and allowing them to diversify their job roles and take on additional responsibilities. Also
empowerment of the employees can be achieved through sensible and strong employee and
skill management approaches.
Disputes
Client and customer disputes can be resolved through effective follow-up with the
clients and involving third party negotiators to de escalate situations.
Service issues and customer compensation
Service issues can be reported though effective quality audit policies and practices and
customer compensation can be provided through paid cheques and service discounts.
Loyalty programs
Loyalty programs that can be used for the business includes loyalty discounts, value
added services and promotional offers.
Presentation standards for customer environment
Presentation for the customer environment can be based on extensive studies on
environment design for restaurant that can enhance the experience of the customers.
Customer service personnel, and document and promotional materials
The service personnel can include waiters, attendants and receptionists. Documents
can include the bill of services, restaurant menu, end user agreement and license agreement.
Pricing guarantees
Pricing guarantees can be provided in the form of promotional on the website
advertising guaranteed pricing for the products and services.

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Product quality
Product quality can be maintained through continuous quality evaluation and
improvement strategy
Refunds and cancellation fees
Refunds and cancellation can be processed online
Response times
Response times for acknowledging customers and their concerns should not exceed more
than 15 minutes for the initial contact.
Service guarantees
Service guarantees can be provided on the website as well as in the stores to ensure
clarity
Training staff for customer service and complaint handling
Regular training and evaluation of employee performance would also be done to
ensure maximum efficiency and practice standards.
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
Modes of greeting, fare welling and conversation
While either greeting and fare welling the customer, the attendants should have a
smile on their faces, make direct eye contacts with the customer, make them feel welcome
and show appreciation for their endorsements and also using positive body language in the
communication.

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Body language and body gestures
Body language and gestures such as handshakes, usage of appropriate sign languages
are important to ensure better experience if the customer and also maintain better
communication with them.
Formality of language
The usage of language should be formal and easy to understand and slangs should be
avoided while interacting with the customers.
Clothing
Attendants should always be in formal and clean clothing
Question 10: Three formal methods of collecting feedback and 2 informal methods of
collecting feedback
Feedback strategies to be used include (Reetz, Whiting and Dixon 2016):
Formal 1: Conducting Customer satisfaction surveys
Formal 2: Conducting open ended interviews with customers
Formal 3: Providing feedback links or follow up services via emails or telephonic
conversations
Informal 1: Assessing customer reviews and posts on the social media account or website of
the concerned organization
Informal 2: Conducting online chat support services
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

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space below outline the communication technique and equipment your business should
use to communicate with their customers when the customer’s dishes are available
To enlighten customers on the availability of dishes, the organization can send emails
or personalized messages. Likewise, for faster dissemination of information, the organization
can post their recipe updates on their social media page. To enlighten customers on the
availability of new menus and recipes, the organization can distribute brochures or flyers.

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