Senior High School

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PRINCIPLES OF
MARKETING
Quarter 1- Module 3
Customer Relationship:
Customer Service

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 First Quarter
Module 3 - Week 3:
CUSTOMER RELATIONSHIP: CUSTOMER SERVICE

Content Standard : The value of customer relations and customer service

Performance Standard : Develop a program for customer service

Learning Outcome : Upon completion of the module, the SHS students are
expected to creates customer service

Competency : Define relationship marketing

ABM_PM11–lc–d-5

Use a separate sheet of paper. Please do not forget to write the following in your answer sheet:

Name: __________________________________________________ Yr. & Section: _________________________

Subject: _______________________ Quarter No: ___________________ Module No: _____________________
Name of the Activity: What I Know Date: __________________________

Directions: Read each of the following questions carefully and choose the letter of the correct answer.

1. Which of the following statement is correct?

a. Customer success leads to an increase in sales
b. Customer service is not essential in pleasing the customer
c. Dissatisfied customers can bring a good image to the company
d. The perception of customer satisfaction occurs only before the
purchase of an item or avail service
2. Where can customer send their feedback on the product or service?
a. Survey c. On-site activity
b. Social media d. All the above
3. What is customer feedback?
a. It is a reactive approach of a customer in collecting data of their personal experience
b. It is information, issues, and input shared by customers about their
experiences with the product or services
c. It is an act of taking care of the customer’s needs by providing and
delivering professional, helpful, high-quality service and assistance
d. All of the above

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4. Which of the following are NOT the popular practices of customer service in most utility firms
and telecommunication firms?
a. 24-hour customer hotline c. Free installation
b. Help desk d. Touch down phone access
5. Why customer service is important?
a. It can increase sales
b. It can retain customers
c. It gives a positive image of the company
d. All the above
6. Which of the following statement is NOT true?
a. It is unnecessary to keep and retain customers
b. A happy customer shares her/his buying experience with family and friends
c. Prioritize consistency above all else is the main goal of customer service
d. In business, invest more in emotional connection rather than
customer satisfaction
7. Which of the following is NOT great customer service in the time of Covid-
19?
a. Pick-up of good items on site
b. Promotes a stay-at-home workout
c. Provides an express lane for the health workers
d. Creates an informational video of protective measures
8. What is relationship marketing?
a. It is a facet of customer relationship management that focuses on customer’s
loyalty and long-term customer engagement
b. It is the act of taking care of the customer’s needs by providing and delivering
professional, helpful, high-quality service and assistance
c. is the perception of what a product or service is worth to a customer versus
the possible alternatives
d. It is the action of making or changing something according to the buyers’ or
users’ needs
9. How may customer service affect the business?
a. It can lead to a bad image
b. It may result in loss of customer
c. It can reduce employee morale
d. All the above
10. Which of the following statement is NOT true?
a. Good customer service can lead to customer’s loyalty
b. A disgruntled customer can create problems for the business
c. Technology provides alternative links addressing customer service
d. None of the above
11. Which practicing organization adopts complimentary refreshments and a waiting
lounge?
a. Car showroom c. Bookstore
b. Department stores d. Restaurant

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 12. Which is a process of managing an organization’s interactions with current and
future customers?
a. customer service
b. customer expectation
c. customer relationship management
d. Relationship marketing
13. Which of the following best describes customer relationship management?
a. Develop a strategy to build and uphold good customer relationship
b. Is the perception of what a product or service is worth to a customer versus the
possible alternatives
c. It is the action of making or changing something according to the buyers’ or
users’ needs
d. None of the above
14. Which of the following statement is true?
a. Customer service is not essential
b. Customers do not influence over other people
c. Customer can vent his/her dissatisfaction to social media
d. Customer is only concern about the product/service, not the entire shopping
experience
15. Which practicing organization adopts complimentary massage?
a. Department store c. Restaurant
b. Flower shop d. Salon

Great Job! Getting and keeping customers is the end goal of every business.

After learning the Traditional and Contemporary Approaches of Marketing from the
previous module, let’s explore more on other phases of marketing. This module will help you
understand the importance of keeping and maintaining customers.
Furthermore, you are expected to:
⚫ understand Relationship Marketing;
⚫ identify the different Customer Services in every business;
⚫ creates a Customer Service program;
⚫ share personal experiences in Customer Service.

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For a while, let’s recall your learning and moving on afterward.

Blockbuster Game
Directions: From the blocks of letters, form the word/s being described by each number
(take note, you may use the letter repeatedly). Use the given “beginning letter” as clues.
Write your answers on a separate sheet of paper.

1. What “F” is a social media that promote a company’s products and services?
2. What “E” & “M” showcase the products to the public?
3. What “S” is an online application store?
4. What “P” & “S” is a way to advertise the products in public
transport?
5. What “O” & “P” is a kind of promotion that use LED video screen to display the
products in public?

Very well! You are now ready for the next lesson. Let’s go

Have you availed of services or purchased goods and found a defect on it? Did you try to
e-mail or give feedback to the distributor you complain about and receive a reply?

Below is an example of an auto-reply message. On a separate sheet of paper, arrange the

following sentences accordingly to decipher the message.

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 Rio, 2012

After finding out that the auto-message reply wasn’t bringing much information, what
do you think will be the response of the customer? Do you think that there is good
customer service?

Let’s find out how to establish a good customer relationship.

Customer is a person or organization that has a drive to purchase a goods or

avail a service in exchange of monetary or other valuable consideration. Since customers
have different needs and preferences, companies conduct a different method to attract
the customer and purchase their goods. A marketer must have a good understanding of
what the customer needs and value.
Companies are not only limited by providing the goods or services, but they opt to
offer a whole customer experience from before, actual and after the actual purchase.
These are to keep and retain old customers, as well as to attract new customers.
Companies develop effective customer service.
Customer service is the act of taking care of the customer’s needs by providing
and delivering professional, helpful, high-quality service and assistance. Customer
service activities include free parking, product delivery, free assemble, help desk,
complimentary drinks, VIP lounge, and other means. Although most customer service is
performed by face-to-face interaction, companies provide technology as alternatives -
emails and contact centers that address customer problems and other concerns. All
customer service activities are part of marketing. It is evident that satisfied and happy

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 customers can increase sales, but dissatisfied and disgruntled customers can ruin the
business. One bad word of mouth can kill entire companies. To ensure good standing
and maintain valuable customers, the companies develop customer relationship
management.
Customer relationship management is a process of managing an organization’s
interactions with current and future customers. It is to develop a strategy to build and
uphold good customer relationships.
Relationship marketing is a facet of customer relationship management that
focuses on customer’s loyalty and long-term customer engagement. Enable to build a
close relationship with the customer, the companies offering discounts, loyalty awards,
freebies, personalized service, and other means. To truly develop the relationship with
the customer, you must build a strong bond which is to connect with their emotions.
As a marketer it is our responsibility to build, bringing up, and develop customer
relationships over time.

Directions: Copy the table below in a separate sheet of paper and fill-in the most appropriate
customer services in every business listed.

Home
Food Shopping Wellness Banking
Consumption
Services Center Center Institution
Service

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 Let’s find out what you have learned from the lesson.

Directions: Using your own words, explain the questions below and write them on a
separate sheet of paper.

1. What is relationship marketing?

2. How can you establish and maintain customers?
3. Why should businesses adopt good customer service?

Directions: In five to seven sentences, share your experiences in encountering good customer
service. Highlight the part that made you smile. Write your answer on a separate sheet of
paper.

_______________________________________________________________________________________
_______________________________________________________________________________________
_______________________________________________________________________________________
_______________________________________________________________________________________

Use a separate sheet of paper. Please do not forget to write the following in your answer sheet:

Name: __________________________________________________ Yr. & Section: _________________________

Subject: _______________________ Quarter No: ___________________ Module No: _____________________
Name of the Activity: Assessment Date: __________________________

Directions: Read each of the following questions carefully and choose the letter of the correct answer.

1. What is the process of attending to the customers’ needs through

professional assistance and service?
A. Customer Service C. Customer Relationship
B. Customer Satisfaction D. Customer Management

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2. Which of the following is NOT TRUE in customer service?
A. Customer service is all about business image
B. Customer service is more social science than a business
C. Customer services invest in emotional connection, not just customer
satisfaction
D. None of the above
3. Which of the following customer service is more appropriate in a department store?
A. Free parking C. Free gift wrapping
B. Installment plans D. Waiting lounge
4. Which of the following can best fill in the blank? Company websites, social
media, and blogs can also provide platforms for customer .
A. feedback C. profiling
B. promotion D. relationship
5. What do you call a person or organization that can buy a product or avail a
service?
A. Customer C. Reseller
B. Distributor D. Supplier
6. Which of the following is NOT a good customer service practice?
A. politely answer the customer’s inquiry
B. always greet the customer with the smile
C. assist the customer throughout his/her shopping experience
D. received and redirect customers complaints in reboot operator
7. What customer relationship management focuses on customer loyalty and long-term
customer engagement?
A. Customer service
B. Customer relationship
C. Relationship marketing
D. Relationship management
8. Which of the following example is NOT customer service?
A. Booking reservation C. Installment plan
B. Friendly reminder text messages D. None of the above
9. How to collect customer feedback?
A. Email C. Phone call
B. Survey D. All of the above
10. Which of the following is customer service?
A. Offer a product suggestion
B. Responds to general inquiries
C. Troubleshoots issues and complaints
D. All of the above
11. Why relationship marketing is important?
A. It can acquire new customers C. It stays in close contact with customers
B. It can retain long-term customers D. All of the above

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 12. Which of the following statement is NOT true?
A. Customer service is essential
B. Customers influence other people
C. Customer can vent his/her dissatisfaction to social media
D Customer is only concern with the product/service, not the entire shopping experience
13. Which practicing organization adopts bouquet delivery?
A. Department store C. Restaurant
B. Flower shop D. Salon
14. Which of the following is great customer service in the time of Covid-19?
A. Free delivery of goods
B. Limited information on protective measures
C. Long queue at check-out counters
D. Promotes outdoor workout
15. Why customer service is important?
A. It increases revenue
B. It can dismiss loyal customer
C. It gives a negative image of the company
D. None of the above

Directions: On a whole sheet of paper, prepare or create your customer service in the given
situations/program below.

Situations/Program Customer Service

Barangay

Aid for Covid19

School

Distance learning

Shopping Mall

Safety Health Measures

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Books
⚫ So, Real C & Torres, O. G. (2016). Principles of Marketing. Quezon City, Philippines.
Vibal Publishing House Inc. pg. 15-16, 19.
⚫ Te, D. M, Vida, D. M., & Marte, R.B. (2018). Principles of Marketing. Quezon City,
Philippines. C & E Publishing, Inc. pg. 39, 41, 44.

Online Sources

⚫ The Importance of a Good Service: case study with Lufthansa. November 24, 2012.
Retrieved on July 2020, from
https://www.julienrio.com/marketing/english/importance-good-customers-
service-lufthansa.html
⚫ Relationship Marketing. July 2019. Retrieved on July 2020 from
https://searchcustomerexperience.techtarget.com/definition/relationship-
marketing
⚫ Relationship Marketing: How to Put the spotlight on Relationship in Business. August
13, 2020. Retrieved on July 2020 from
https://www.superoffice.com/blog/relationship-marketing/
⚫ What is Customer Service? -Definition, Types & Role. Retrieved on July 2020
from https://study.com/academy/lesson/what-is-customer-service-definition-types-
role-in- marketing.html#:~:text=Good%20Customer%20Service-
,Customer%20service%20is%20the%20act%20of%20taking%20care%20of%20the,
a nd%20desires%20of%20any%20customer.

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