REPUBLIC OF THE PHILIPPINES

DEPARTMENT OF EDUCATION
DIVISION OF CABADBARAN CITY

NORTHERN MINDANAO COLLEGES, INC.

Atega Street, Barangay 11 Poblacion, Cabadbaran City
8605 Agusan del Norte, Region XIII
NON-SECTARIAN
1946

Self-Learning Module for P

Quarter 1, Week 3

Introduction:

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.

Directions for the User

Here are some reminders to guide as you go through this module:

1. Understand and follow the instructions carefully.

2. Accomplish the pretest to identify your preparedness about the lesson in this module.
3. Be honest in answering and checking your activity.
4. Read each lesson and do activities provided for you.
5. Demonstrate the activities to guide you in comprehending the lessons
6. Answer the posttest measure how much you have gained from the topics.

Objectives and Competencies

After going through this module, you are expected to:
1. define the value of customers; and
2. identify and describe “relationship development strategies”

EXPLAIN: Lesson 3. 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.

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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.

Source: D365, Joe (2017, June 02). 9 Relationship Marketing Strategies and Tools – PowerObjects: Microsoft
Dynamics 365 Blog. Retrieved June 30, 2020, from https://www.powerobjects.com/blog/2015/07/16/9-relationship-
marketing-strategies-and-tools/

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 Self-Learning Module for Principles of Marketing
Quarter 1, Week 3

Name : ________________________________________
Grade and Section : ________________________________________
Date : ________________________________________

Pretest

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.

Activity 1:
Directions: Answer the following questions below. Write your answer in yellow pad paper.
1: Is Customer Relationship Marketing differ from Relationship Marketing? Explain.
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________

2: Can you site or illustrate businesses who use customer service strategy? How this help the business?
Explain.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Activity 2:
Modified TRUE OR FALSE
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.

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_____________ 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.

Post Test
Multiple Choice.
Directions: Read each statement below carefully and fill in the blanks with the correct answer.

__________________1. It 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.

__________________2. It is the relationship between benefits and the costs including

money, stress, and time to sacrifice that is necessary to get those benefits.

__________________3. It 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.

__________________4. It includes activities aimed at developing and managing trusting

and long-term relationships with larger customers.

__________________5. 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.

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