CALDWELL ADVENTIST ACADEMY

R.T. LIM BOULEVARD, ZAMBOANGA CITY

“The School for Future Leaders”
SENIOR HIGH SCHOOL DEPARTMENT

SELF-PACED LEARNING KIT IN PRINCIPLES OF MARKETING

Quarter 1 Week 2
Lesson: 1
TOPIC: The Value Of Customer Relations And Customer Service
LEARNING OBJECTIVES
At the end of the lesson, you will be able to:

1. Define “relationship marketing” (BM_PM11-Ic-d-5)

2. Explain the value of customers (BM_PM11-Ic-d-6)

Let’s Start!
Activity: Find the following words in the puzzle and encircle. Words are hidden and

Linking Statement
One major aspect of marketing is customer relation and customer service. In this module we well be able to define and
understand these two concepts and why it is important.
 Learn about it!
According to Serrano, Relationship Marketing includes activities aimed at developing and managing trusting and long-
term relationships with larger customers. (Customer profile, buying patterns and history of contacts are kept in a sales
database) Relationship marketing is a strategy designed for customer loyalty, interaction, and long-term engagement to be
fostered. Customer Relationship focuses more on long-term customer retention than acquiring large numbers of new and
potentially single-transaction customers.
Customer Value is the relationship between benefits and the costs including money, stress, and time to sacrifice that is
necessary to get those benefits. Or simply stated in a mathematical equation: Benefits – Cost = Customer Value.
Importance of Customer Value
1. Designing and providing superior customer value are the keys to successful business strategy in the 21st
century.
2. Value reigns supreme in today’s marketplace and marketspace.
3. Customers will not pay more than a product is worth and will reward excellence.
4. A customer-centric culture provides focus and direction for the organization, ensuring that exceptional value
will be offered to customers.
5. Designing and delivering superior customer value propels organizations to market leadership positions in
today’s highly competitive global markets –absolute advantage.
6. Providing outstanding customer value has become a mandate for management.

Customer Relationship Marketing -will make earlier agents of change look inadequate. The key facilitator is
technology available to marketers. CRM weds the individual customer and technology in ways that are unique. These
fourth-wave relationships, propelled by a confluence of technological advances, will themselves change at geometric
rates. (1) One-to-one marketing, (2) Database marketing, (3) Integrated marketing, and (4) Interactivity.

9 Relationship Marketing Strategies and Tools

There are some actionable relationship marketing strategies that we hope will be successful for you and your business
from www.powerobjects.com .
1. Networking - Networking, online and off, can be a powerful relationship marketing technique. This isn’t just for job
seekers! Think about the interests that you have as a business, and then join groups that share your affinities.
2. Cherish Each Customer - Not just in the way that every company says that they do. Make sure that every interaction
you have with your customers shows them that they are valued.
3. Listen to Your Customers - Listen to your customers! Every business says they do, but not all follow through or apply
what they’ve heard. Even listening and responding to compliments can be beneficial. People love knowing they’ve been
heard. Even complaints can be a blessing in disguise. People often just want someone to share their concerns with.
4. Build a Brand Identity - A memorable brand will make it easy for customers to find you and your product(s).
Customers will gravitate toward what they find that is memorable.
5. Give Your Customers Free Information - What’s better than free? Not much. Your customers are seeking
information about your product(s). They have questions. Give them answers! Identify the topics and interests your
customers have.
6. Loyalty Rewards - Loyalty programs encourage shoppers to return to stores where they frequently make purchases.
7. Communicate Often - Relationships are based on communication. Your customers and users want to communicate
with you, so be sure to communicate with them often. Relationship marketing works well when you strive to be there for
your customers.
8. Special Events - Holding a special event for your existing or prospective customers is a great way to build
relationships.
9. Face-To-Face Time - Like a lot of what we’ve been mentioning, it comes back to interactions. While electronic
communication is great, and often preferred, having a face-to-face meeting can help the customer feel valued. Customer
service is the act of taking care of the customer's needs by providing and delivering professional, helpful, high quality
service and assistance before, during, and after the customer's requirements are met. Customer service is meeting the
needs and desires of any customer. Some characteristics of good customer service include: Characteristics of Good
Customer Service:
• Promptness: Promises for delivery of products must be on time. Delays and cancellations of products should be
avoided.
• Politeness: Politeness is almost a lost art. Saying 'hello,' 'good afternoon,' 'sir', and 'thank you very much' are a part of
good customer service. For any business, using good manners is appropriate whether the customer makes a purchase or
not.
• Professionalism: All customers should be treated professionally, which means the use of competence or skill expected
of the professional. Professionalism shows the customer they're cared for.
• Personalization: Using the customer's name is very effective in producing loyalty. Customers like the idea that whom
they do business with knows them on a personal level.

INTEGRATION OF FAITH, LEARNING AND LIFE (IFLL):

“WHAT THE CUSTOMER BUYS AND CONSIDER VALUE IS NEVER A PRODUCT. IT IS ALWAYS UTILITY, THAT IS, WHAT A PRODUCT OR A
SERVICE DOES FOR THE CUSTOMER ” –PETER DRUCKER

Matching-Type. Directions: Match letters in the box below in the following statements and write it in the space provided
before the number.
Checking for Understanding
____1. It is not just in the way that every company says that they do. Make sure that every interaction you have with your
customers shows them that they are valued.
____2. Encourage shoppers to return to stores where they frequently make purchases.
____3. Like a lot of what we’ve been mentioning, it comes back to interactions. While electronic communication is great,
and often preferred, having a face-to-face meeting can help the customer feel valued.
____4. The act of taking care of the customer's needs by providing and delivering professional, helpful, high quality
service and assistance before, during, and after the customer's requirements are met.
____5. All customers should be treated professionally, which means the use of competence or skill expected of the
professional. Professionalism shows the customer they're cared for.

A. Professionalism B. Loyalty Rewards

C. Face-To-Face Time D. Customer Service E. Cherish each Customer
GUIDE QUESTIONS

What is customer value?

What is Customer Relationship Marketing?
What is Networking?
INDEPENDENT LEARNING

Directions: Write Correct if the statement regarding customer value is true and correct but write the correct
word/s if the statement is false.
__________________1. Simply stated in a mathematical equation: Benefits – Cost = Customer Satisfaction.
__________________2. Pyramiding, online and off, can be a powerful relationship marketing technique. This isn’t just
for job seekers! Think about the interests that you have as a business, and then join groups that share your affinities.
__________________3. Loyalty Rewards - Loyalty programs encourage shoppers to return to stores where they
frequently make purchases
__________________4. Customer service is the act of taking care of the customer's needs by providing and delivering
professional, helpful, high-quality service and assistance before, during, and after the customer's requirements are met.
__________________5. Promptness is using the customer's name is very effective in producing loyalty. Customers like
the idea that whom they do business with knows them on a personal level.
APPLICATION IN REAL-
LIFE
Can businesses still use concept of Customer Value despite of this pandemic situation? Explain.
 CALDWELL ADVENTIST ACADEMY
R.T. LIM BOULEVARD, ZAMBOANGA CITY
“The School for Future Leaders”
SENIOR HIGH SCHOOL DEPARTMENT
WORKSHEET IN _________
Name: Date: Rating:
Year & Section: Quarter: 1
Topic: Week: 2
Reference: Lesson: 1
INTEGRATED IN FAITH, LEARNING AND LIFE (IFLL) (EXPLAIN)
__________________________________________________________________________
__________________________________________________________________________.
Checking for Understanding
Matching-Type. Directions: Match letters in the box below in the following statements and write it in the space provided
before the number.
____1. It is not just in the way that every company says that they do. Make sure that every interaction you have with your
customers shows them that they are valued.
____2. Encourage shoppers to return to stores where they frequently make purchases.
____3. Like a lot of what we’ve been mentioning, it comes back to interactions. While electronic communication is great,
and often preferred, having a face-to-face meeting can help the customer feel valued.
____4. The act of taking care of the customer's needs by providing and delivering professional, helpful, high quality
service and assistance before, during, and after the customer's requirements are met.
____5. All customers should be treated professionally, which means the use of competence or skill expected of the
professional. Professionalism shows the customer they're cared for.
GUIDE QUESTIONS

What is customer value?

What is Customer Relationship Marketing?
What is Networking?
INDEPENDENT LEARNING
Directions: Write Correct if the statement regarding customer value is true and write wrong if the statement is
false.
__________________1. Simply stated in a mathematical equation: Benefits – Cost = Customer Satisfaction.
__________________2. Pyramiding, online and off, can be a powerful relationship marketing technique. This isn’t just
for job seekers! Think about the interests that you have as a business, and then join groups that share your affinities.
__________________3. Loyalty Rewards - Loyalty programs encourage shoppers to return to stores where they
frequently make purchases
__________________4. Customer service is the act of taking care of the customer's needs by providing and delivering
professional, helpful, high-quality service and assistance before, during, and after the customer's requirements are met.
__________________5. Promptness is using the customer's name is very effective in producing loyalty. Customers like
the idea that whom they do business with knows them on a personal level.
APPLICATION IN REAL-
LIFE
Can businesses still use concept of Customer Value despite of this pandemic situation? Explain.