11

11
TVL – HE – FOOD AND
BEVERAGE SERVICES
Quarter 4 – Module 7:
Identifying and Satisfying
Customer Needs
TVL – Grade 11
Alternative Delivery Mode
Quarter 4 – Module 7: Identifying and Satisfying Customer Needs
First Edition, 2020

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represent nor claim ownership over them.

Published by the Department of Education

Secretary: Leonor Magtolis Briones
Undersecretary: Diosdado M. San Antonio

Development Team of the Module

Writer: Marlyn C. Vincoy
Editor: Philip Y. Academia Jr.
Reviewers: Philip Y. Academia, Jr. & Jesusa D. Paladar
Typesetters: Philip Y. Academia, Jr. & Ivah Mae C. Estoconing
Management Team: Senen Priscillo P. Paulin, CESO V Rosela R. Abiera
Joelyza M. Arcilla EdD Maricel S. Rasid
Marcelo K. Palispis EdD Elmar L. Cabrera
Nilita L. Ragay EdD
Antonio B. Baguio, Jr. EdD

Printed in the Philippines by ________________________

Department of Education –Region VII Schools Division of Negros Oriental

Office Address: Kagawasan, Ave., Daro, Dumaguete City, Negros Oriental

Tele #: (035) 225 2376 / 541 1117
E-mail Address: negros.oriental@deped.gov.ph
 11

TVL
Quarter 4 – Module 7
Identifying and
Satisfying Customer
Needs
 What I Need to Know

How can you make serving interesting? How do you develop your skills in Food
and Beverage industry?

This module is crafted to focus on Food and Beverage Services which comprise
the competency “Identifying and Satisfying Customer Needs”. It aims to help every
learner to better understand the concept and importance on how to handle guest’s
complaints and concerns appropriately on a fun way of learning at home. It will also
develop the relationship between the school and the community in this trying times.

After going through this module, you are expected to:

1. Determine ways and means to deal with client’s objections & negativism and
how to satisfy them.
2. Formulate script in handling customer objections and satisfying them by
providing solutions to problems.
3. Display courtesy in handling customer’s complaints thru formulated scrip

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 What I Know

Direction: Read each item carefully and use your notebook to write your answers.

I. True or False. Write T if the statement is true and F if false.

1. You need to satisfy customers' needs to instill loyalty from them.
2. The number one factor that affects a customer’s level of trust in a company
is customer service.
3. Employer is the first step in satisfying customers because they are the ones
responsible for interacting with customers.
4. When employees are able to deliver good service the customers will feel their
needs are met.
5. Part of understanding your customers is ignoring to them.
6. Your competitors influence the expectations and requirements of your
consumers.
7. Being consistent is at the top of the things that frustrate customers
8. Customer interaction is just the same as other relationships. You must be
honest and empathetic if you want it to last.
9. Follow-ups are an excellent opportunity to understand what your customers’
needs.
10. Discourage customers to share what they don’t like about your products or
services.
11. One of the most off-putting aspects of interacting with a seller is feeling like
they are not listening to you.
12. The last thing a customer wants is to be told they are correct.
13. Begin every customer resolution with one simple question, "What is your
desired outcome?"
14. No product or service is 100% what the customer is looking for, be honest
with your product.
15. Listen, be authentic and show empathy to ensure the customer is heard.

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 Lesson
CUSTOMER RELATIONS AND
7 CUSTOMER SERVICE

What’s In

Hoping that you enjoy with your work in the previous lesson. Now that you
already learn that conflict is an inevitable and healthy part of life. Each person has
a different set of values and beliefs that colours his or her perceptions of the world.
Each person also has a different set of goals, wants, and needs. At work, each person
may have a different opinion about what needs to be done to solve a problem. Too
often, people assume that there has to be a winner in a conflict. They do not attempt
to find a solution that is satisfactory to all. When you deal with conflict in a healthy,
open manner, you often find a better solution. Here is additional input on handling
conflicts.

Notes to the Teacher

This contains helpful tips or strategies that will help you in guiding
the learners. The following are information that would lead to the
activities and assessment. Some activities may need your own
discretion upon checking, or you may use rubric if provided. Please
review the activities and answer keys and amend if necessary.

What’s New

Read the scenario:

A guest calls and asks to speak to a manager. She wants to complain. She is a
strict vegetarian. She ordered the vegetable lasagna from room service, but when she
took a bite of it, there was meat in it. She tells you that when she made the order,
she had asked room service if there was any meat in the lasagna, and they told her
no. What will you do and say to the guest?

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 What is It

10 Ways to Meet and Satisfy Your Customer’s Needs

Recent studies show that one of the most important things in
brand building is quality customer service. It has also been found
that the number one factor that affects a customer’s level of trust
in a company is customer service. Your frontline employees are
the ones who deliver customer service and they should have the
necessary skills to interact with your customers. Understand that
proper training of employees is the first step of satisfying your customers because
your employees are the ones responsible for your brand and their interactions with
customers affect your company as a whole. With this, it makes sense that you want
to know how to instill loyalty from your customers by satisfying their needs.
1. Understand Your Customer’s Needs
Every one of your customers will have a different view of what excellent customer
service is. Therefore, you must know and understand what their needs are.
Employees are a vital part of doing good customer service so it is vital to train your
staff well to meet customer needs. Take time to research the kind of customer
service customers expect in your industry, consumer group, and location. When
your employees are able to deliver good service your customers will feel their needs
are being met.
2. Listen to their Feedbacks
Part of understanding your customers is listening to them.
Listen to what they have to say – whether it is positive or
negative. Your customers’ feedbacks have a wealth of
information to offer, which will help you improve their
customer experience. Although it may seem like being
criticized is terrible for your business, it is, in fact, an
opportunity if you look at it differently.
3. Set Realistic Expectations
One of the reasons companies fail at satisfying their customer’s needs is because
theirs and their customers’ expectations aren’t aligned. It presents a major
setback since then you will never meet your consumers’ requirements because
you never really know them. You can make sure you have realistic expectations
by ensuring everyone in the company understands your goals and how to realize
them.
4. Pay Attention to Your Competitors
Some of you might not realize it, but your competitors influence the expectations
and requirements of your consumers. It is bad for your business if you ignore the
competition because they can quickly snatch up your target prospects by catering
to your customers’ needs. So, be on the lookout for your competition, especially
on what customers think about their customer service.

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5. Be Consistent in Communicating with Your Customers
Being inconsistent is at the top of the things that frustrate customers. If your
representatives cannot be consistent and often gives conflicting information, it will
make your consumers feel confused and alienated. It will give the impression that
your organization is not organized. You can meet your customers’ requirements if
everyone understands the goals and capabilities of the company.
6. Take User Experience as a Priority
Your customers are buying from you or hiring your service because they have
needs that they want you to meet. The problem is that even though you have the
means to satisfy their requirements, being unable to tell them clearly how you can
meet their needs affects the result. It’s why you must prioritize user experience
and make sure you are there to assist them at every step of the way.
7. Foster Loyalty through Proactive Customer Relations
Sure, your customers want you to satisfy their needs immediately. However,
business relationships aren’t built with only that. Customer relationships are
more profitable if they are born from loyalty. After all, loyal customers provide a
better ROI than working on getting new clients. By maintaining contact with your
customers, you can keep them knowing the positive experience they had with you.
8. Be Honest and Empathetic in Customer Interaction
Customer interaction is just the same as other relationships. You must be honest
and empathetic if you want it to last. If you want to earn your customers’ trust,
you

9. Follow Up with Your Customers

Follow-ups are an excellent opportunity to understand what your customers’
needs are and anticipate when they might arise. As long as you don’t spam them,
it will help your business to be at the lead of your customer’s mind.
10. Make it Easy for Them to Complain
Meeting your customers’ needs and fostering loyalty also includes making it easy
for your customers to complain. Just like with wanting to hear their feedback,
their complaints are a fantastic way for you to learn about your failings. You
should encourage them to share what they don’t like about your products or
services, making it easy for them to do that by engaging them at every
communication channel.

Dealing with Customer Objections and Negativism

Customer objections can be difficult to handle, and many sales professionals fear
this situation. However, objections communicate important and valuable information
about customer concerns, needs, and fears. Most objections can be effectively
handled with a simple reframing process that puts the issue into perspective.
Customer objections can revolve around an array of issues. They may have concerns
about the sincerity of the salesperson, the quality of the product, the reliability of
service, the price, or the amount of risk involved.

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Handling Objections
If you have anticipated and prepared for objections, you won’t panic when an
objection comes up. Remember that the customer is behaving quite normally for
anyone about to take a risk and make a purchase. The customer is uncertain about
making a change, and needs reassurance.
The best course of action is to direct their focus back to the larger context in which
the purchase is being made. Recapitulating the clear and logical reasons to buy will
help stabilize the customer’s emotions. Your response to an objection should be an
attempt to reframe the objection so that the customer understands the bigger
picture. Bring up benefits to your clients that outweigh any deficits, or provide
countering evidence or missing information.
Having a plan for quickly and effectively managing unhappy customers can make
your company more adept at handling complaints and finding a resolution to them
that satisfies the customer as well as your business.
To help, 13 members of Forbes Business Development Council share their best
advice for handling customer objections without losing the customer in the
process. Here’s what they recommend:
1. Let Them Feel Heard
One of the most off-putting aspects of interacting with a seller is feeling like they
are not listening to you. When a customer objects, simply take note and confirm
their concern back to them: "So what I'm hearing you say is this," and repeat back
the customer's objection. Chances are you have an answer to their objection, but
adding in the confirmation and acknowledgment of it goes a long way.
- Christopher Kingman, TransUnion
2. Explain How Your Solution Helped Others
Customers are typically lost after objections if the sales professional gets
defensive, overbearing or unclear. Objections can be easily overcome in the
process by using a simple but effective technique called "feel, felt, found." Get your
client to understand that their concern makes sense, give them an example of a
client with a similar concern and explain how your solution solved that problem.
- Cortez Armond, Firsthand Inc.
3. Take The Opportunity to Start a Conversation
Objections are usually thrown out when a specific client need isn’t being met,
often from a lack of communication or miscommunication. Spending time
understanding client needs, as well as their value drivers, will help avoid difficult
situations. Customers want to be understood and have their needs cared for.
Remember that objections are really opportunities for conversations! - Lisa
Box, WP Engine, Inc.
4. Acknowledge and Address
I think internally you have to ask yourself, "Is their objection valid?" If it is then
you have to acknowledge that and provide a coherent solution. If you truly believe
their objection is off base, then you need to explain that in a way that doesn't seem

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 combative or could make them feel they are not being taken seriously. The last
thing a customer wants is to be told they are wrong. - Mike Michalakis, Shindig
5. Ask, Don’t Tell
An objection is an amazing opportunity to understand the needs of the customer.
Most sales professionals squander this opportunity. They try to minimize the
objection or convince the customer that their solution is best. Instead, try to ask as
many questions as you have to in order to understand their concern. Your
demeanor should be calm, upbeat and inquisitive. Once you understand the root of
the problem, deal with it head-on. - Brandon Ficara, Toco Warranty.
6. Start with The End
Begin every customer resolution with one simple question, "What is your desired
outcome?" The answer sets the tone for resolving the situation expeditiously while
working within the realm of what's possible in the scope of the business. It can be
surprising how fair-minded and thoughtful customers can be while taking their
own personal interests and the business' interests into consideration. - Jen
Tadin, Gallagher.
7. Be Honest About Your Product
No product or service is 100% what the customer is looking for. There will always
be some concessions to be made. Be upfront in detailing what your product can
and cannot do. Back it up with customer stories. Being honest and straightforward
in dealing with objections will help alleviate customers' concerns and they will trust
you. Honesty builds credibility. - Tushar Makhija, helpshift.com

8. Follow The Light

Bring every objection back to the goal you initially created with your client during
the sales process. This goal is the common ground with your client, it's the guiding
light of your relationship with them. Should the relationship ever go off-course, this
goal will be the benchmark to measure the issue against. Determine if the issue
helps or hinders their objective and act accordingly. - Christian Valiulis, Automatic
Payroll Systems.

9. Set Expectations, Follow Through and Follow Up

Good customers always push the envelope of what a product or service can do, this
is what makes them valuable to any business. It is important to listen to their
objections because these often turn into opportunities. Allow the customer to clearly
define their thoughts, mutually agree on a course of action and keep them in the
loop throughout the process. Good customers want to be a part of the solution.
- Logan Ketchum, Veritone, Inc.
10. Share Customer Testimonials
My advice is to share stories about other customers who had similar objections
during the sales process, but ultimately moved forward with your offering and saw
business success as a result. That way you are demonstrating empathy for the
customer by acknowledging their concerns, while also showing why other

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 companies made the decision to move forward and ultimately found value in your
solution. - Rakhi Voria, Microsoft.
11. Listen with Empathy
Listen, be authentic and show empathy to ensure the customer is heard. Your sales
team must have a genuine curiosity to solve their problem. If price was the main
issue, I've found vulnerability by the salesperson can truly help resolve the problem.
For example, rewind the conversation to allow yourself the ability to articulate your
value versus negotiating on price. - Casey Jacox, Kforce.
12. Take an Educational Approach
So often, we end up trying to prove our customers wrong when overcoming their
objections, when we should really take an educational approach. Who wants to
buy from someone that is smug and superior? Educate your client on how your
product will add value to their business and they will be a long-term customer!
- Anthony Ormsbee-Hale, Civitas Senior Living.
13. Prepare For Every Kind of Conversation
We view customer objections as a huge opportunity when we engage those buyers
in the right manner. We’ve trained our sleep specialists in DiSC assessment to
identify and communicate better with our customers’ personality styles. Our staff
can easily adapt to every kind of customer, including ones with strong assumptions
and objections about how our brand and products compare to our competitors.
- Joey Holt, Amerisleep.

What’s More

Activity 1
Direction: Classify the following traits as to whether it TURNS-OFF or what the
customer wants. Write draw if it’s what the customers want and if it turns-off
customers.
1. Friendly __________
2. Quick result __________
3. Run-around __________
4. Flexible __________
5. Snobby __________
6. Brush-off __________
7. Simple-fast transaction __________
8. Personal attention __________
9. Lack of enthusiasm __________
10. Problem resolver __________

Activity 2
Essay: Discuss in at least 500 words.

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The two dimensions of customer service.

What I Have Learned

I have learned that _____________________________________________.

I have realized that _____________________________________________.
I will apply _____________________________________________________.

Essay Rubrics
Areas of
Assessment 10 points 7 points 4 points 1 point
Presents ideas Presents ideas
in an original in a consistent Ideas are too Ideas are
Ideas manner manner general vague or
unclear

Organization Strong and Organized Some No

organized beg/mid/end organization; organization;
beg/mid/end attempt at a lack
beg/mid/end beg/mid/end

Understanding Writing shows Writing shows Writing shows Writing shows

strong a clear adequate little
understanding understanding understanding understanding

Mechanics Few (if any) Few errors Several errors Numerous

errors errors

TOTAL POINTS: /40

What I Can Do

Directions:
Read the scenario. Imagine you are a server, create a script of a play on how you
will handle and resolve the sample problem below. Write it on your notebook. (see
attached rubric)

Scenario:

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The Late Breakfast

Moriz requested for room service to serve breakfast at 7:00 in the morning. Her
order on the type of table setting and food was acknowledged. The staff got the order
and Moriz waited until 10:30 in the morning. The guest became so angry because
the order came too late and she had an appointment at 10:00 in the morning.

As the staff how will you handle the customer’s objections?

Assessment

Direction: Read each item carefully and use your notebook to write your answers.

I. Essay.
Answer the following questions in your notebook.

1. What are the two dimensions of customer service?

2. What are the qualities that the customer wants?
3. You forgot to tell the customer that her order is not available at the moment and
you have already taken the order slip into the kitchen, what will you do?
4. Do you think satisfying your customer's needs is necessary in the food and
beverage establishment to sustain? why or why not?
5. How is customer service related to customer satisfaction?

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 Answer Key

What I Know – Pre Test What’s New

WHAT I KNOW Answers may vary. What’s More
1. T Activity 1
2. T Answers may vary.
3. F What I can Do
4. T Activity 2
Answers may vary.
5. F Answers may vary.
6. T Assessment
7. F Answers may vary.
8. T
9. T
10. F
11. T
12. F
13. T
14. T
15. T

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References
BOOK
 Arcos, C.M., Yu, E.V., and Flores, J.M., Technical-Vocational-livelihood Home
Economics, FOOD & BEVERAGE SERVICES Manual, Department of Education

WEB
 https://www.rainsalestraining.com/blog/4-steps-to-overcoming-sales-objections
 https://www.lifehack.org/articles/communication/7-steps-for-resolving-
customer-complaints.html
 http://customer-relation.blogspot.com/p/two-dimensions-of-customer-
service.html
 https://peoplocity.com/2018/06/05/dimensions-of-
service/#:~:text=Think%20about%20customer%20service%20in,their%20produc
ts%20and%2For%20services.
 https://yourva.co.nz/how-to-keep-a-customer-complaint-log-and-why/
 https://www.salesforce.com/blog/2014/12/effectively-handling-4-types-
customer-objections-cso-gp.html
 https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2018/06/01
/13-useful-tips-on-how-to-handle-customer-objections-
efficiently/#672b59157629
 https://www.mycustomer.com/community/blogs/alistairroque/5-types-of-
customers-and-how-to-handle-them
 https://www.customerly.io/blog/marketing/2019/11/15/meet-and-satisfy-
customers-needs by Lianna Arakelyan November 15, 2019
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EA%3A1592994140616&ei=XCnzXryhJYuJmAWQx62wAg&q=what+do+you+mea
n+by+customers+needs&oq=what+do+you+mean+by+customers+needs
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 https://www.google.com/search?sxsrf=ALeKk013O-
nLxmjjoXyn4UWXwOzRwwUHpQ%3A1592994253543&ei=zSnzXofiIOWbmAWVr
pnICQ&q=what+do+you+mean+by+competitors
 https://www.google.com/search?sxsrf=ALeKk03I_qQXxWgY7r70G0HEB55q5Vay
Mg%3A1592994308384&ei=BCrzXoGFF9XEmAW-
34uAAg&q=what+do+you+mean+by+Objections&oq=what+do+you+mean+by+Obj
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Vg%3A1592994405718&ei=ZSrzXrifK7CzmAW63q6gCA&q=what+do+you+mean+
by+negativism&oq=what+do+you+mean+by+negativism
 https://www.kpu.ca/sites/default/files/NEVR/High%20School%20Rubrics.pdf
 Bornevia, “Do’s and Don’ts to Deal with Customer Complaints” Slideshare.com
 Dulay Charrie, “Customer Service Seminar”, Slideshare.com
 Khizer Baig, “Handling Guest Complaints”, Slideshare.com
 Pranjal Joshi, “Handling Guest Complaints”, Slideshare.com
 Akshay Trivedi, “Customer Focus: Customer satisfaction and delight handling
Customer Complaints”, Slideshare.com
 Abetteranswerservice, “How to handle Customer Complaints the right way”,
Slideshare.com
 https://www.laguardia.edu/uploadedFiles/CE/Content/English_Language_Lear
ning/Center_for_Immigrant_Education_and_Training/GP-
Hotel_T.E.A.C.H/Unit5.pdf

For inquiries or feedback, please write or call:

Department of Education – Schools Division of Negros Oriental

Kagawasan, Avenue, Daro, Dumaguete City, Negros Oriental

Tel #: (035) 225 2376 / 541 1117

Email Address: negros.oriental@deped.gov.ph
Website: lrmds.depednodis.net