EVERLOOP — CUSTOMER SERVICE PROGRAM
Principles of Marketing | Grade 12 ABM Strand Worksheet
Subject: Principles of Marketing Grade / Strand: Grade 12 - ABM Strand
Competency: Develop a program for customer service
PART 1: BUSINESS & MARKETING CONTEXT
1. Business Name: Everloop
2. Product / Service Category: Sustainable Fashion / Upcycled Eco-friendly Accessories (Recycled Totebag)
3. Unique Selling Proposition (USP): An eco-conscious totebag crafted entirely from upcycled household waste—
featuring reinforced cardboard (karton) bases, upcycled plastic bottle compartments for extra storage, and heavy-duty
woven rice sacks for ultra-durable handles.
4. Target Market Profile:
• Needs: Eco-conscious consumers, students, and young professionals looking for durable, lightweight, and spacious
everyday carry bags.
• Expectations: High durability despite being recycled, unique aesthetic, functional organization (pockets/space), and
fast, supportive customer service.
• Common Pain Points: Recycled bags tearing easily, flimsy straps causing shoulder pain, lack of compartment
organization, and slow customer support when issue claims occur.
5. Marketing Rationale: By building a service program around transparency, lifetime care, and easy repair/
replacement services, Everloop creates trust in upcycled materials. Treating customers with genuine care turns eco-
conscious buyers into enthusiastic brand advocates who advocate for sustainability and recommend Everloop through
word-of-mouth.
PART 2: PROGRAM OBJECTIVES (SMART MARKETING GOALS)
1. Increase customer repeat purchase/referral rate by 20% within 6 months through personalized post-purchase care
and eco-tips.
2. Maintain a Customer Satisfaction (CSAT) score of 90% or higher across all social media and messaging
channels over the next 12 months.
3. Resolve 95% of product quality or damage inquiries within 24 hours by offering free repair or upcycled
replacement policies.
4. Achieve a Net Promoter Score (NPS) of +45 within 6 months by rewarding customers who share their Everloop
story online.
PART 3: SERVICE STANDARDS & BRAND PROMISE
Area Standard / Rule
Brand-aligned communication tone Friendly, enthusiastic, encouraging, empathetic, and eco-minded. Always polite
and welcoming.
Response time across channels Reply to all social media direct messages and email inquiries within 15–30
minutes during business hours.
Complaint handling & service recovery Acknowledge issues immediately. Offer a "Zero Waste Guarantee": free stitch
repairs or an instant replacement for defect claims.
Post-purchase support
Area Standard / Rule
Send a digital bag care guide within 24 hours of purchase and offer free repair
drop-offs at pop-ups.
Consistency with marketing promises Ensure every bag delivered matches high quality, clean finishes, and exact design
functionality advertised online.
B. Service Channels & Marketing Touchpoints:
• Physical store / pop-up: Warm, face-to-face greeting; live demonstrations of bag strength; easy drop-off point for
repairs or trade-ins.
• Social media / messaging: Responsive DMs (Instagram/Facebook/TikTok) with saved quick-replies for product
specifications, pricing, and material care.
• Official website / chatbot: Automated FAQ chatbot for order tracking, eco-material breakdowns, and common care
tips.
• Email / newsletters: Friendly order confirmation, delivery notifications, and bi-monthly eco-lifestyle tips with
exclusive discount perks for subscribers.
• Delivery / follow-up communications: Hand-written "Thank You" note printed on recycled paper inside the
package; follow-up message 7 days post-delivery to check satisfaction.
PART 4: SERVICE PROCESS & CUSTOMER JOURNEY
1. Pre-purchase: Provide clear video guides and photos showing material durability (woven rice sack straps,
reinforced cardboard base, bottle pockets). Offer fast automated chat responses to assist buyers with sizing and
daily carry questions.
2. Purchase / Transaction: Provide seamless payment options (e-wallets, bank transfers, COD). Issue immediate
order confirmations and estimated delivery timelines.
3. Post-purchase: Send shipping updates promptly. Include a personalized thank-you card in the packaging
highlighting how many grams of plastic/cardboard were diverted from landfills for that specific bag.
4. Service Recovery: If a bag arrives damaged or suffers early wear (e.g., loose stitching on the rice sack strap),
execute the LAST (Listen, Apologize, Solve, Thank) method. Provide a hassle-free exchange or free repair with a
surprise discount code on their next purchase.
PART 5: IMPLEMENTATION & BRAND CONSISTENCY
1. Roles:
• Frontline service & marketing staff: Respond to online inquiries, process orders, handle social media DMs, and
manage pop-up sales booths.
• Managers / brand officers: Oversee quality control, resolve escalated complaints, and track overall customer
service metrics (CSAT/NPS).
2. Training Topics: Brand voice & tone (Eco-enthusiastic, helpful, respectful); Comprehensive product knowledge
(processing/maintenance of karton, plastic bottles, and rice sacks); Empathy-driven conflict resolution & service
recovery protocols; Gathering and organizing customer feedback.
3. Tools & Budget: Meta Business Suite / Instagram DM for unified messaging, Google Forms for CSAT/NPS surveys,
Canva for digital thank-you notes. Budget: Approx. ₱2,000 – ₱5,000 for customer appreciation inserts, repair kit
supplies, and promotional vouchers.
PART 6: MEASURING MARKETING IMPACT
1. Feedback Methods:
[✓] Post-interaction surveys [✓] Net Promoter Score (NPS)
[✓] Social sentiment analysis [✓] Review tracking
2. Marketing-Focused KPIs:
• Customer Satisfaction (CSAT): Target: 90%
• Net Promoter Score (NPS): Target: +45
• Customer Retention Rate: Target: 25%
• Referral / Recommendation Rate: Target: 15–20%
3. Improvement Cycle: Review feedback metrics monthly. Identify recurring product or service issues (e.g., strap
reinforcement complaints) and immediately adjust manufacturing assembly or customer communication workflows.
Part 7: Executive Summary
Everloop delivers on its brand promise of sustainable style by combining upcycled waste materials—cardboard
bases, bottle compartments, and woven rice sack straps—with exceptional, human-centered customer service.
This service program supports our marketing goals of building customer loyalty and brand advocacy through fast
response times (within 30 minutes), transparent communication, and an unconditional "Zero Waste Guarantee" for
repairs. By measuring CSAT (target: 90%) and Net Promoter Score (target: +45), Everloop ensures high
satisfaction, turning eco-conscious shoppers into lifelong advocates for sustainable living.