1. customer needs
   1. To:
      1. obtain information
   2. To:
      1. ask for advice
   3. To:
      1. enquire about an order
   4. To:
      1. change an order or request
   5. To:
      1. report a problem
   6. To:
      1. To: ask for help or assistance
   7. To:
      1. return or exchange goods
   8. To:
      1. complain
   9. To:
      1. complement the staff
   10. To:
       1. request or order a product or service
2. factors that influence customer expectations
   1. The:
      1. reason for making contact
   2. The:
      1. media reports
   3. The:
      1. reputation of the business
   4. The:
      1. recommendation from friends
   5. The:
      1. personal characteristics
   6. The:
      1. cost of product or service
   7. The:
      1. previous experience of other similar businesses
   8. The:
      1. previous visits to the same business
   9. The:
      1. media reports
   10. The:
       1. 'looks good lets try it factor'