Lesson Plan

• Describe the main cost categories associated with implementing CRM.
• Explain the key benefits of CRM for revenue growth, cost efficiency, and customer retention.
• Calculate and interpret ROI for a CRM initiative using the provided formula.
• Evaluate how data quality and staff training influence CRM effectiveness.
• Compare short‑term costs with long‑term benefits to make a justified recommendation.

• Projector and screen
• Slide deck summarising costs and benefits
• Printed worksheet with ROI calculation exercise
• Sample CRM dashboard screenshots
• Whiteboard and markers
• Access to a cloud‑based CRM demo (e.g., HubSpot trial)

Begin with a quick poll: how many students have used a loyalty programme or received personalised offers? Connect these experiences to the idea that businesses use CRM to build lasting relationships. Explain that today they will analyse both the costs and benefits of CRM and identify criteria for a successful investment.

1. Do‑now (5') – Students list examples of CRM they encounter in everyday life.
2. Mini‑lecture (10') – Define CRM and outline the three cost categories (initial, ongoing, opportunity).
3. Group activity (15') – Analyse a short case study; fill a table of costs vs. benefits and discuss findings.
4. ROI calculation exercise (10') – Using the worksheet, compute ROI for the case study and interpret the result.
5. Whole‑class discussion (10') – Evaluate whether the CRM investment is justified; highlight hidden costs and data‑quality issues.
6. Exit ticket (5') – Write one key factor that would tip the balance toward adopting CRM.

Recap that CRM requires upfront investment but can deliver measurable financial and strategic gains when data and people are aligned. Collect the exit tickets to check understanding, and assign homework: a brief report comparing two real‑world CRM platforms on cost versus benefit.