Walkers Shortbread Ltd, this is a company with a long history and their tradition is still with them of keeping the same recipe. It all began in 1898, when Joseph Walker owned a small bakery and his fame spread and demand increased for his quality shortbreads. Local grocers began stocking Walkers products and the family had to invest in baking machines to help them meet the growing demand. Their products were of high quality and very quickly their products found themselves on the shelves of the best stores. Walkers' reputation has grown over the years and they innovate with new products like ginger, chocolate and oatmeal shortbread. The family continues the tradition and is now the fourth generation of Walkers. She will make “the classic pure butter shortbreads of the world”. 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 in the product marketing mix and services. High-quality customer service helps build customer loyalty. Today's customers are not only interested in the product offered to them, but in all the additional service elements they receive, from the welcome they receive when they enter a point of sale , right through to the refund and help they receive when they have a complaint about a defective product they paid for” (Business Studies, nd).2. Assurance and Quality of Service at Walkers Shortbread LtdWalkers Shortbread Ltd believes in its strong claims service to ensure that it will satisfy its customers with high quality services. Walkers Shortbread Ltd has developed its products over the years, but they...... 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 establish relevant quality standards for their organization. The research also highlighted that Walkers Shortbread Ltd is committed to communicating its knowledge across the organization to its staff and their confidentiality. However, gaps were identified because management did not have the authority to change policies and training. It was highlighted that customer relationship management is very important to Walkers Shortbread Ltd as there is a high level of competitors and the principles of CRM will have a great influence on Walkers Shortbread Ltd as they still need to retain their customers as they are well known throughout the world. and they must maintain a high reputation.