Lesson Plan

• Describe the primary aims of CRM and their impact on business performance.
• Explain how customer data is used to achieve CRM objectives.
• Analyse the relationship between CRM aims and customer benefits.
• Evaluate methods for measuring CRM success (e.g., retention rate, CLV).
• Propose ways to implement CRM strategies in a small‑business context.

• Projector or interactive whiteboard
• Slide deck summarising CRM aims
• Handout with CRM aims table
• Sample CRM data set (printed)
• Whiteboard markers
• Sticky notes for group activity

Begin with a quick poll: how many students have received a personalised offer from a brand? Discuss how that experience relates to building long‑term relationships. Explain that today’s success criteria are to identify CRM aims, link them to business benefits, and suggest practical steps for implementation.

1. Do‑now (5') – Students answer the poll and write one example of a personalised offer.
2. Mini‑lecture (10') – Present the definition of CRM and its seven aims using slides.
3. Guided analysis (10') – In pairs, examine the benefits table and match each aim to business and customer benefits.
4. Group activity (15') – Using the sample data set, groups map the CRM cycle steps onto a poster with sticky notes.
5. Whole‑class debrief (10') – Groups share their cycles; teacher highlights key points and checks understanding.
6. Quick quiz (5') – Exit ticket: list two ways CRM can reduce marketing costs.

Recap how CRM aims drive both profitability and customer satisfaction. Ask students to write one actionable CRM step they could apply in a real business as an exit ticket. For homework, research a brand’s CRM strategy and prepare a brief report.