Walkers Shortbread Ltd, is a company with a long history and their tradition is still with them in maintaining the same recipe. It all began in 1898 when Joseph Walker owned a small bakery and as his fame spread and demand increased for his quality biscuits. Local grocery stores began stocking Walkers products and the family had to invest in baking machinery to help them meet the growing demand. Their products were of a high standard and very quickly their products hit the shelves of the finest shops. Walkers' reputation grows over the years and they innovate with new products such as ginger, chocolate and oat biscuits. The family carry on the tradition and are now the fourth generation of Walkers and will produce "the world's classic pure butter shortbread biscuit". Customer service is very important to Walkers Shortbread Ltd as it helps them build strong relationships with their customers, suppliers and partners. According to Business Studies ''Customer service is one of the most important ingredients of the marketing mix of products and services. High-quality customer service helps build customer loyalty. The customer today is not only interested in the product offered to him but in all the additional elements of service he receives, from the welcome he receives when he enters a point of sale, to the refund and help he receives when he has a complaint about a problem defective product they paid for'' (Business Studies, n.d.).2. Service Guarantee and Quality at Walkers Shortbread LtdWalkers Shortbread Ltd believes in its strong complaints department to ensure that it delights its customers with high quality services. Walkers Shortbread Ltd has developed its products over the years but has also...... middle of paper ......f Walkers Shortbread Ltd has initiatives in place to provide its customers with a quality service. The research also highlighted how the Baldridge Method helped Walkers Shortbread Ltd to establish quality standards relevant to their organisation. The research also highlighted that Walkers Shortbread Ltd is committed to communicating knowledge across the organization to its staff and related confidential information. However, gaps were identified as management did not have the authority to change policies and training. It was highlighted that customer relationship management is very important for Walkers Shortbread Ltd as there is a high level of competition and CRM principles will have a great influence on Walkers Shortbread Ltd as they are yet to increase customer loyalty as they are well known in around the world and must maintain a high reputation.