You are being asked to develop a proposal to examine and improve upon the Customer Service of one of six companies that the Instructor will offer the class to pick from.
The premise is that your “consulting firm” has been hired to conduct research in and make recommendations on all aspects of the “customer experience” of the chosen company with the goal of achieving what authors Frei and Morriss describe as “uncommon service.” Some will have achieved some of the qualities already, but you may want to improve on them. In essence, you will be conducting the report from a Services Management perspective.
This is based on WholeFoods. What a consulting firm would suggest.