Learning Area PRINCIPLES OF MARKETING Grade Level 11
W5 Quarter 3 Date
I. LESSON TITLE Customer Relationship Management
II. MOST ESSENTIAL LEARNING The learners shall be able to explain the value of customers.
COMPETENCIES (MELCs) (ABM_PM11-1c-d-6)
III. CONTENT/CORE CONTENT The learners demonstrate an understanding of the value of customer relations
and customer service.
References:
Real C. So and Oscar G. Torres, DepEd Principles of Marketing Textbook, pp.15-21
Real C. So and Oscar G. Torres, DepEd Principles of Marketing Teacher’s Manual pp.13-17
Suggested
IV. LEARNING PHASES Learning Activities
Timeframe
A. Introduction
Panimula Good day! Last week we learned that organizations work towards
20 mins excellent service delivery through understanding customer needs and
wants which resulted in long-term customer loyalty. Today, we will continue
to discuss the value of customers.
At the end of this lesson, you are expected to:
1. define what is Customer Relationship Management (CRM);
2. enumerate common practices of successful customer service in the
Philippines; and
3. develop a program for customer service
Before we begin, let us have some warm-up.
Activity 1: My Experiences
Directions: Make a graphic illustration describing your happy and horrible
customer service experiences in any fast-food chain in the Philippines. List
down your action taken in 3-5 sentences after these experiences. Use a
clean sheet of paper.
B. Development
Pagpapaunlad Businesses in the Philippines have common practices toward successful
customer service. Some of these are the following:
40 mins
Businesses Customer Service Practice
banks / utility firms 24/7 customer
hotline/helpdesks/waiting lounge
department stores / online ordering system /
supermarket /drug stores / reservations / free gift-wrapping /
bookstores free parking / installment plans
fast food chains/restaurants online ordering system / free
delivery
barbershops/salons free shampoo/massage
Activity 2: Hear Ye! Hear Ye!
Directions: Assuming that you are a marketer of branded shoes with low sales
performance due to several customer complaints of poor customer service
of your salespeople. Create a customer feedback form to improve customer
service, sales, and profit. Then, have your classmates or anyone from the
household answer your customer feedback form.
Customer Relationship Management
Customer Relationship Management or CRM is an organization’s strategy for
managing relationships and interactions with current and potential
customers. It aims to create loyalty and retention of the company’s most
valuable customers to generate, increase and sustain long-term profitability.
Likewise, it creates a complete picture of their relationship with their customer
allowing businesses to discover where they are functioning effectively and
where it needs improvement thus making informed decisions on how to
improve their customer experience and increase sales.
However, to identify these customers a CRM tool like a simple user interface
for the collection of data should be created. Information in the database
includes customer names, birthdates, contact numbers, email addresses,
customers buying behavior and history, and other information needed by the
company. This CRM tool is also used in customer profiling and segmentation.
Strategies in the Implementation of Customer Relationship Management
1. Adopt the right mindset towards customer service.
2. Procure or develop CRM software.
3. Quantify customer acquisition and retention costs.
4. Create and implement a customer service training program.
5. Empower salespersons to make decisions.
6. Establish communication lines between your customer and customer
contact staff.
7. Shop your competition.
8. Continue innovating customer service.
9. Promote genuine customer service with passion.
C. Engagement
Pakikipagpalihan Activity 3: Customer Service Skills Program
Directions: Using the format below, create a customer service program. Write
it on a separate sheet of paper.
Sample Format:
Customer Service Skills Program
Program Overview: (it gives the birds-eye view of the program you intend to
create) Example: Customer is the cornerstone of any business. For your
business to live and retain, customer needs and wants must be satisfied. This
includes giving them excellent customer service. In this program, we will
discuss the strategies to understand customers’ behavior and how to create
long-term customer satisfaction.
Program Objectives: (what is the purpose of this program?)
Example: At the end of this program, the participants are expected to:
1. gain knowledge about customer behavior
2. handle complaints and difficult objections
3. listen and responds to customers concerns
Class Size: (the total number of participants/Example: 20-30 participants)
Length: (the total duration of the program/ Example: 2 days)
Time: (the call time for the program/Example: 9:00 AM – 4:00 PM)
Program Outline: (the topic and target skills to be discussed and demonstrate
in the program)
Example:
I. Understanding Customer Service
⮚ Discuss Customer Service
⮚ Identify Customer Expectations
⮚ Your Commitment to Providing Excellent Customer Service
II. Focusing on the Customer
⮚ First Impressions Last
⮚ Meeting the Customer’s Needs
⮚ Create Positive Last Impression
III. Handling Complaints
⮚ 24/7 Customer Hotline
⮚ Resolve the Problem
⮚ Dealing with Difficult Customers
The customer service training will be supported with:
● A pre-course questionnaire and/or pre-course reading covering
customer care.
● A customer service manual with tips, techniques, and space for
personal notes.
D. Assimilation
Paglalapat Activity 4: Excellence through Ethics
Directions: Read the Case below. Analyze the situation and answer the
questions raised. Write it in your notebook.
Case: For ten consecutive years, you are happy and impressed with the sales
report of your enthusiastic sales force. There is no addition to your salesforce,
unexpectedly you get feedback that some customers were complaining of
exaggerated claims about your products and creating unrealistic customer
expectations. What will you do to:
1. address the complaint?
2. retain your customers?
3. troubleshoot the damage in your products?
V. ASSESSMENT Activity 5: The Customer is Always the Customer
(Learning Activity Sheets for
Enrichment, Remediation or
Assessment to be given on Weeks
Directions: In your notebook, discuss and explain the role of Customer
3 and 6) Relationship Management in creating an exceptional and enjoyable
purchasing experience.
VI. REFLECTION
In your notebook, write your insight about the lesson using the prompts below:
I understand that ________________________________________________.
I realize that _____________________________________________________.
I need to learn more about ______________________________________.
Prepared by: Ma. Cristina F. Pabalate, SDO Imus city Checked by: Feliz A. Tayao,
Jeramie G. Buensuceso
