“Na-TasteTingan Na!”
These words came out as a testament to the success of the Customer Relationship Management (CRM) Conference 2024 with the theme “TasteTingin Ang Food Trip! Mapping Iloilo’s Route to Exceptional Customer Service,” organized by the fourth-year BS Business Administration (BA) (Marketing) students from the University of the Philippines Visayas (UPV) College of Management. The event was held at the Diamond Jubilee Hall last November 29, 2024. It was attended by over 175 students, faculty, and staff from various school organizations all over Panay and Guimaras.
The morning session featured keynote speakers who shared their own insights on Iloilo as a Gastronomic City. The first speaker, Ms. Mary Rose Bañares - culinary entrepreneur, chef, and professional educator - navigated the route to gastronomic food selection by highlighting the identities of a gastronomic city. Moreover, she emphasized the roles of innovation, infrastructure, and integration of CRM in building business value.
The second speaker, Ms. Mary Ann Darroca-Matiling - business proprietor and public servant - shared the significance of the customer journey and how businesses can craft memorable experiences for the customer. She also tackled the key components of customer service, the pillars of CRM, employee empowerment, and how technology plays a big role in customer service. The event was also graced by Mr. Jay Treñas, executive assistant to the city Mayor, who delivered a message of support from the local government unit.
The afternoon session, meanwhile, featured a panel discussion on creating memorable food experiences through service excellence. The panelists were renowned Ilonggo chef and author of the critically acclaimed book “Flavors of Iloilo,” chef Rafael “Tibong” Jardeleza II; head of the Provincial Cultural, Arts, History, and Tourism Office, Mr. Gilbert Golez Marin; and organic farming practitioner and representative of the Magsasaka at Siyentipiko para sa Pag-unlad ng Agrikultura (MASIPAG, Inc.), Mr. Elpidio Paglomutan.
All throughout the event, the guests and participants indulged in different food segments that featured the local delicacies of selected towns and districts in Iloilo — Villa, Santa Barbara, and San Joaquin — that provided them with an authentic Ilonggo cuisine experience.
CRM or MKTG 177 is one of the major courses in the BSBA (Marketing) program. The final requirement for the course is to implement the CRM Conference which highlights the role of CRM in different areas. CRM Conference 2024 proved to be more than just a class activity; it also served as an avenue to showcase how and why food tourism is a pathway to building customer loyalty and creating exceptional food experiences. The beneficiary for this year’s conference was the Magsasaka at Siyentipiko para sa Pag-unlad ng Agrikultura (MASIPAG, Inc.), a farmer-led network that promotes sustainable agriculture and farmer empowerment.
The advisers for CRM Conference 2024 are Dr. Jose Neil Hortillo and Prof. Ysabella Cainglet. This year’s conference was headed by Estein Avrille Paez and co-headed by Pearl Jham Arroyo.
