1. Identify Mr and Mrs Jones’ customer needs and expectations in this case study.

What would
a customer expect not only on an important occasion like the mentioned anniversary but on
each occasion when visiting an establishment?

Response

Mr and Mrs Jones wanted to celebrate their anniversary so because of that they done advance
booking of table on the arrival they were expecting greet by the staff but instead of that they have
to wait for 15 minutes after having a advance booking they were totally ignore after telling about the
advance booking they were expecting apology by the staff members. After waiting they were
expecting a good location but instead of that got the table near kitchen doors. They expected to be
attended by well mannered waiter but they were attended by drunk waiter and there service was
not even on time. After this much delay they decided to leave at the time of leaving they expecting
apology but there was no one to talk to. They were expecting good customer service but because of
bad services they were disappointed and that spoiled there occasion.
Customer expect greet on the time of arrival. They don’t expect to wait any if any case they are
asked to wait staff should apologize for the inconvenience caused to customer. Well mannered
server should take order. Order should be on time. They also expect good quality of food and
service.

2. What could be the likely effects of this incident for the business and custom down the track
if the customer service issues are not addressed?

Response

Customer service plays a major role in business. Poor customer service can damage the reputation of
business. If you will not meet a expectation of business it will effect reputation of business this can
result to loss of business and returning of business because of this one will lose their best
employees. Bad customer service kills conversion they will ask on what basis they should pay money
for. Customer lifetime value drops and it will put strain in market and because of that you will start
losing sale. Customer will socialize the truth and will tell everyone about their experience. Because
of Bad reputation loyal employees can also leave and there will be no new employees. Also
decrement in profit will effect salary of employees because of this reason also one can leave. Many
people check ratings and customer reviews before visiting restaurant or hotel if there are negative
reviews or low ratings it will effect on reputation and because of this revenue and profit will be
effected of business. If the quality of food is not good or not hygienic it can cancel the license of food
corporation and also it will effect the goodwill and fame of restaurant

3. You are the General Manager of the Cape Lighthouse and the experience of Mr and Mrs
Jones has come to your attention.
You are determined to make contact with the customer to attempt to resolve the issue and
achieve a positive outcome. Draft a letter which clearly outlines the steps you will undertake
to contact Mr and Mrs Jones and how you will try to solve the issues. (This could be used as
guidance for a telephone conversation for contact).

Response
(Customer address)

(date)

(your address)

Dear (Mr and Mrs Jones)

I am sorry about the bad service and promise that this will not happen again.

The experience of your experience came to my attention. I am very sorry for what happened. It was
unacceptable and will never happen again.

I was informed that you already had booking but still you have to wait to for long time. And you were attended
by drunk waiter and also there was delay in service. I assure you that this will never happen again we will do
interrogation of waiters and other staff members and will terminate those who are not capable for our
company and who are effecting the reputation of our company.

We do our best to train each of our representatives on how to properly handle our customers’ issues, including
how to escalate problems that they are unable to assist with. Your concern was not handled properly, and we
are going to take steps to ensure that this situation does not repeat itself.

Again, I am very sorry for the inconvenience. Please contact customer support for any further concern you
might have.

Yours sincerely,

(your name)

(position)

(name of the organisation)

4. Considering Mr and Mrs Jones’ recent experience, it is important to assess if there are
recurring issues with customer service at the Cape Lighthouse. How will you determine if this
is a one-off issue or if there are persistent problems? Outline your approach.

Response
The problem that was faced by Mr and Mrs jones at cape lighthouse, after this issue we have to
make sure that it won’t recur again. For that we need to know that it is one off problem or continual
problem for this we can take feedback from current customers or from social media. There is one
more better option for determining this issue we can go or send someone in person to know if that
problem and behaviour is sorted or that issue remains same if in case that issue still continues then
strict action should be taken against them. But also with that there will more damage to image and
reputation of restaurant and that can cause decrement in profit and revenue.
 5. You are required to develop a policy and procedures for each of the following problem areas
which were evident:

a. Bookings
b. Staff Presentation / Greeting / Hosting
c. Reporting requirements / staff hierarchy (General Responsibilities and who is to be
contacted in case of an issue – if your industry sector varies [events, cookery, tourism,
accommodation] you may use the hierarchy which is commonly relevant to that industry
sector)
d. Customer Service Procedures for Service (Orders, timelines, attendance)
e. Dealing with complaints

Each policy needs to include:

o The policy name

o The aim or purpose
o The details of what is included
o The procedures included to achieve the purpose
o What are the requirements to train staff to be able to perform the procedures?
o How will this policy and its effectiveness be monitored and evaluated?
o To whom will this policy be made available? How?

(a)Booking

Booking policy is very helpful for customers if they already have an reservation they don’t have to
wait for table at restaurant but reservation should be done either on phone or by email. Customer
should give state name. state name and number of guests, date requested and especially your
phone number. Last minute Reservation should be done less than 2 hours prior to the arrival time. If
any case after reservation also there is no booking then customer should concern manager if there is
any misconception and should offer free drinks or free desert for the inconvenience caused to
customer.

(b) Staff Presentation / Greeting / Hosting

This is the first step to give good impression to customers. The moment customer arrives or comes
in contact with you for the first time acknowledge guest, greeting and smile. Greet guest by using
there name, offer service within a 3 minute period. Dress professionally and be well groomed and
hygienic.

(c) Reporting requirements / staff hierarchy (General Responsibilities and who is to be contacted in
case of an issue – if your industry sector varies [events, cookery, tourism, accommodation] you may
use the hierarchy which is commonly relevant to that industry sector)

In case of an issue a customer should contact manager or CRM of that place. It is the duty of staff to
apologize for the mistake done and try to solve that issue instead of arguing.
(d)Customer Service Procedures for Service (Orders, timelines, attendance)
This is pretty much a turning point in your relationship with the customer. It can be very hard to win
customers back once they get beyond this point. You should, therefore, avoid disappointing them at
the beginning. Make sure you always have an adequate number of staff members on call so your
customers never have to feel like they waited too long. If they order a meal that takes a little longer
than usual to cook, tell them about it in advance. Be honest and sincere.

(e) Dealing with complaints

When your customer complains, the employee should listen to him and not interrupt. Take
responsibility for whatever has gone wrong. Always stay calm. Empathize with the customer.