WHAT DOES A CRM DO?

Published: May 29, 2025 - The (CRM) Customer Relationship Management Professional manages customer interactions by leveraging data, technology, and strategic communication across the customer lifecycle. This role focuses on streamlining processes, analyzing customer behavior, and delivering personalized experiences to drive engagement and loyalty. The individual plays a key part in aligning customer needs with business objectives to enhance satisfaction and long-term value.

A Review of Professional Skills and Functions for Customer Relationship Management

1. Customer Relationship Management Administrator Duties

  • System Support: Provide internal, ongoing system/technical support to end users
  • CRM Administration: Responsible for day-to-day administration of Microsoft Dynamics CRM
  • Access Management: Maintain proper system access for all users and apply security roles and field-level security
  • Form Customization: Create fields and apply form changes
  • Cross-Functional Communication: Interact and communicate with employees across all organizational levels and departments
  • User Support: Provide timely, efficient, and professional follow-up to user questions or issues
  • Training Documentation: Develop user guides and training materials
  • Solution Implementation: Collaborate with the development team to design, implement, test, and support CRM-related solutions
  • Upgrade Advisory: Advise on current deployment and future upgrades or requests
  • SDK Support: Work closely with the development team to support existing software products that use the CRM Dynamics SDK
  • Schedule Communication: Communicate accurate schedules to the management team and end users

2. CRM Analyst Details

  • Activity Support: Support the CRM Manager in the preparation and execution of all planned and ad-hoc activities and reporting
  • Technology Utilization: Use technologies and platforms available to maximise insight opportunities CRM, CDPs, Alteryx Analytics platform, Dot Digital, Peak AI, and Looker
  • Data Analysis: Analyse and evaluate data across the business to produce recommendations to influence decision making and retention and acquisition activities
  • Customer Strategy: Make recommendations and oversee activities to retain current customers, acquire new customers and increase data capture
  • Relationship Building: Work to create meaningful customer relationships through value exchange activities
  • Agency Communication: Communicate with external agencies to gather actionable insight
  • Data Expertise: Act as an expert in customer data, segmentation and analytics
  • Campaign Support: Assist the Email and Social teams with targeted and personalised campaigns, making recommendations based on customer knowledge
  • Visual Reporting: Bring data to life with visually engaging summaries and reports
  • Data-Driven Marketing: Champion data-driven marketing, which supports a multi-channel customer experience, driving retention and actionable insight, mainly within Ecom and Retail
  • Predictive Insights: Work with predictive data to enable customer communications that are personalised and relevant
  • Metric Reporting: Oversee and enhance reporting on key customer metrics such as Customer Lifetime Value, churn, database activity, growth and decline to identify opportunities for improvement or potential risks
  • Data Compliance: Ensure data hygiene and GDPR compliance to create and maintain a solid foundation of quality data

3. Junior CRM Analyst Responsibilities

  • User Support: Serves as a point of contact for CRM questions and assists users with various production support issues
  • Platform Analysis: Utilizes the CRM and other internal teams to intake, assess, and complete analysis to support technology development and drive usage of the CRM platform
  • Project Assistance: Collaboratively or independently, assist with project activities such as research, story/requirements writing, testing and in determining the value and priority of business requested work efforts
  • Operational Excellence: Drive operational excellence by delivering tools and processes that improve productivity and accuracy for users of the Salesforce Platform
  • Salesforce Advocacy: Champion Salesforce as a platform through activities such as demos, training, mentoring, and especially highlighting opportunities to use Salesforce to simplify and eliminate silos and unnecessary integrations
  • Meeting Coordination: As part of a project team or under supervision, coordinate and facilitate meetings, create business cases, and develop proposals and presentations to support CRM initiatives
  • Report Creation: Create reports including, but not limited to, sales pipeline, key performance metrics, and short- and long-range sales forecasts
  • Policy Implementation: Contributes to formulating, implementing, and communicating related policies, procedures, and best practices

4. Senior CRM Analyst Job Summary

  • Scope Definition: Define project scope and document business requirements
  • Technical Design: Design technical specifications, leveraging best practices and minimizing the need for custom coding
  • CRM Consulting: Provide internal CRM consulting, analyze data and processes to improve the business process, to drive growth
  • Platform Customization: Configure and customize the Salesforce platform to meet the internal customer requirements
  • Process Automation: Automate processes using Salesforce automation tools, such as Flows, Process Builder, Workflows, Formulas, and Assignment Rules
  • Solution Testing: Create test scenarios and do solution testing
  • CRM Support: Functional and technical CRM support as well as troubleshooting of (integration) issues
  • Integration Setup: Support the setup of integrations to existing business systems

5. Customer Relationship Management Business Analyst Accountabilities

  • Business Understanding: Gain an in-depth understanding of core business processes, functionalities, and terminologies supporting CRM
  • Requirements Gathering: Support process, data, and functional requirements gathering with key stakeholders
  • Knowledge Management: Create knowledge base resources such as terminologies, functionalities, business processes, workflows and flowcharts
  • Learning Culture: Create a self-service learning culture, providing the tools and communications to encourage best practices, efficiencies, and change management
  • User Training: Administer user training and reporting in support of the learning path and just-in-time needs
  • Content Review: Review and maintain self-directed eLearning tutorials and knowledge base documentations
  • Intranet Management: Manage and organize the team’s intranet informational page
  • User Engagement: Administer monthly super user group meetings and Salesforce newsletter and feedback sessions to better understand challenges and opportunities
  • Roadmap Ownership: Own the Salesforce user engagement roadmap including plans, tools, and processes to increase efficiency
  • Platform Awareness: Proactively stay up to date with Salesforce functionalities and business processes/protocols as relevant to the user audience

6. CRM Consultant Functions

  • Process Documentation: Document CRM processes in a process modeling tool, such as Visio, based on given templates and sample deliverables
  • Process Analysis: Support CRM process analysis and optimization potential identification, e.g., manual maintenance, double entries, system gaps
  • Future State Mapping: Document to-be CRM processes based upon given templates and sample deliverables
  • Requirement Modeling: Gather, document and model CRM business requirements, preferably in a business requirement modeling tool, otherwise Excel, based on given templates and sample deliverables
  • Vendor Shortlisting: Document CRM software and integrator shortlists based on given templates and sample deliverables
  • Business Case Writing: Document CRM business cases, including benefits and costs based on given templates and sample deliverables
  • Meeting Preparation: Prepare, support and document meetings and workshops, e.g., presentations in PowerPoint and actions in Excel
  • Action Consolidation: Consolidate and update a consolidated action list

7. CRM Coordinator Job Description

  • Customer Profiling: Analyse, segment and profile the existing customer base to identify opportunity segments
  • Campaign Execution: Assist in the design, implementation and execution of CRM targeted campaigns to identify opportunity segments, aiming to safeguard customers, reduce churn and grow revenue
  • Channel Planning: Assist in the design and development of channel communication (Inbound, Outbound, SMS, Digital) plan in line with the contact strategy
  • Contact Strategy: Contribute to contact strategy development to stay connected with customers with relevant and personalized communications
  • A/B Testing: Plan and perform A/B testing to define and execute enhancements to productivity, conversion rates, campaign ROI, and sales growth
  • Campaign Evaluation: Deep dive analysis and campaign evaluation, identifying strengths and recommending adjustments necessary to optimize success rates and return on investment
  • Cross-Team Collaboration: Work closely with Digital, Product and Sales teams, to create adhoc/recurring/triggered-based Campaigns and content, relevant to customer needs
  • Threat Identification: Identify market threats and propose appropriate actions to protect the customer base and revenue

8. CRM Director Overview

  • Safety Compliance: Ensuring that Health and Safety is the number one priority by complying with all safe work practices, policies, and processes and acting safely at all times
  • Solution Architecture: Balance the needs of the platform (performance, scalability, cost, data integrity) with the requests of the business (new functionality, speed to market, integrations) during roadmap planning and while architecting and designing solutions
  • Policy Development: Developing, implementing, and maintaining policies, procedures, and associated plans for CRM software administration and use
  • CRM Strategy Leadership: Leading the process of defining, developing and executing best-in-class multimedia CRM strategies
  • Global Collaboration: Support the global B2C and B2B business goals with partners from Privacy, Security, Operations and Technology and more
  • Requirements Analysis: Gathering, analyzing, and defining end-user requirements for CRM data access and usability by business objectives
  • Data Quality Planning: Assisting Regions and Local Markets in the creation of long-term strategic goals for achieving and maintaining high data quality standards
  • Go-to-Market Execution: Own and lead the go-to-market strategy and execution for the Direct Mail program including circulation, segmentation, testing, reporting and creative
  • Financial Analysis: Develop and maintain consolidated reporting, monitor actual spending with forecast, and perform enhanced, in-depth, financial analysis and modeling of CRM activities and KPIs
  • Email Strategy: Work directly with the Email Marketing team to develop and implement a strategy to increase acquisition, retention and further monetize existing email customers
  • KPI Tracking: Track and report on customer KPI metrics related to loyalty, direct mail, email and attribution

9. CRM Engineer Details and Accountabilities

  • Requirements Analysis: Conduct business user requirements elicitation, analysis and specification
  • Technical Design: Perform the necessary technical design and development functionality
  • System Implementation: Ensure that business application systems can be effectively developed and implemented
  • Data Modeling: Perform data modeling to analyze and specify data structures within an application system
  • Tier Development: Design and development of front-end tier(s), middle tier(s), and /or back-end database tier(s) for business applications
  • Application Enhancement: Support new and existing application development by creating modifications and enhancements for the CRM application
  • Design Review: Review and provide input on design approach, performance and base functionality
  • Capacity Planning: Perform effective system capacity planning and dimensioning to meet dynamic business needs
  • Test Planning: Create test plans, test data sets and perform automated testing to ensure all components of the developed systems meet specifications
  • System Scalability: Designing and implementing highly scalable and available systems
  • Project Coordination: Coordinate and work with various stakeholders directly in the delivery of new projects/ business asks
  • Issue Resolution: Work directly with the IT support personnel and teams to resolve issues identified and escalated post-project implementation
  • Process Improvement: Generation of ideas to improve efficiency in software and application services offered to the business, and/or generate revenue for the business

10. Customer Relationship Management Executive Tasks

  • Calendar Management: Coordinate and manage the global email marketing calendar
  • Campaign Deployment: Build, proof and deploy campaigns using ESP (Salesforce Marketing Cloud)
  • Segment Definition: Define and build customer segments for campaigns
  • Performance Reporting: Produce weekly and monthly reporting on customers and campaign performance
  • Channel Support: Support the introduction of new mobile marketing channels and manage them after launch
  • Strategy Support: Support the Senior CRM Manager on the wider CRM strategy
  • Loyalty Campaigns: Ranging from in-store retail initiatives and clienteling to digital campaigns that drive loyalty
  • Campaign Development: Support the development of personalised and automated CRM campaigns
  • Data Collaboration: Working with the BI Team and other partners on customer data work
  • Project Delivery: Work closely with a third-party technical partner to deliver CRM projects and development
  • Ticket Management: Manage and prioritise tickets in line with business/CRM objectives
  • Team Coordination: Build relationships with multiple teams (Ecommerce, Retail, Editorial, Business Intelligence) to ensure GANNI CRM campaigns are executed effectively

11. Senior CRM Executive Roles

  • Database Management: Manage customer databases, segmentation and data protection preferences, ensuring GDPR compliance
  • Lead Development: Develop leads, build an email file and convert prospects into customers
  • Campaign Development: Develop SMS and retargeting campaigns
  • Message Optimization: Ensures all communications with the customer or prospect use optimal marketing messages and branding
  • Customer Journey: Increase engagement, encourage repeat business, develop brand loyalty, and ultimately drive revenue, creating an effective customer journey
  • Campaign Testing: Constantly test and monitor CRM campaigns to improve KPIs
  • Creative Coordination: Work with designers and copywriters to produce marketing collateral for campaigns, ensuring that brand and tone are consistent and effective
  • Cross-Team Collaboration: Works with other departments to develop campaigns based on business needs, i.e., driving sales, promoting new products, etc
  • Strategy Support: Supports the broader team on CRM strategy and CRM reporting

12. CRM Lead Additional Details

  • CRM Execution: Build and execute CRM, marketing automation strategies for clients
  • Platform Expertise: Function as a power user of various CRM and marketing automation platforms
  • Goal Management: Define owned marketing program goals and oversee execution, tracking, optimizing and reporting against those goals
  • Data Strategy: Develop a data acquisition approach to build customer profiles for a strong first-party data strategy while maintaining the CRM database
  • Journey Mapping: Build customer journey flows with a test and learn mentality to continuously improve customer communications
  • Calendar Planning: Plan and execute a robust marketing calendar with different owned media strategies such as triggered nurture programs with email/SMS, campaign landing pages, lead forms, etc.
  • Smart Segmentation: Run analyses and build smart segmentations on customers to deliver the right message at the right time
  • Performance Testing: Build ‘test and learn’ plans that optimize against performance
  • Media Planning: Help build integrated media and communication plans with the performance marketing and account teams
  • Customer Growth: Develop tactics that help drive leads, higher average order values, and improve the lifetime value of customers
  • Stakeholder Collaboration: Collaborate with internal/external marketing and creative stakeholders on programs

13. CRM Manager Essential Functions

  • Impact Analysis: Analyse the impact of any change on the business processes across the group
  • Change Deployment: Coordinate with the Salesforce System admin to scope, design, test and deploy the changes
  • User Training: Provide training to users to improve user adoption and usage
  • Support Guidance: Guide and assist the Salesforce IT support team to address any support issues with Salesforce and other 3rd party applications
  • Knowledge Management: Create and update a knowledge base on Salesforce usage, best practices for sharing
  • System Improvement: Drive the improvement of the system to improve user adoption
  • License Management: Manage licenses, procurement and renewals for the STE group
  • Cost Recharging: Manage the recharging of system cost to various business entities
  • Budget Execution: Tracking, planning and execution of the CRM budget
  • Data Maintenance: Plan, organise and execute activities for Data maintenance to ensure information are updated and accurate
  • Process Recommendation: Recommend any business process adjustments in line with any data governance policies set up by Corporate

14. CRM Marketing Specialist Role Purpose

  • Campaign Management: Responsible for driving consumer campaigns from start to finish across all channels - from creative ideas through to excellent execution to propitious follow-up
  • Content Planning: Working closely with the wider team on creating content and engagement plans for all consumer-focused activity
  • Engagement Strategy: Working with the Digital Acquisition Manager on short and long-term consumer engagement strategies
  • Lead Generation: Contact for PPC agency for all consumer activity, to drive lead generation and direct acquisition
  • Paid Media Ownership: Taking ownership of paid social plans and activity, and identifying new opportunities and creative solutions
  • Advocate Relations: Responsible for creating and maintaining relationships with patient advocates - talking to them, working with them at events, and engaging them in activities
  • Social Media Direction: Champion of social media plans and content - working with existing teams, providing direction
  • Engagement Reporting: Responsible for weekly and monthly reporting on engagement, consumer behaviour and lead generation

15. CRM Project Manager General Responsibilities

  • Cross-Cultural Collaboration: Work in a multi-cultural environment across all 3 campuses and with all relevant stakeholders across multiple layers of hierarchy
  • Project Management: Manage the definition of multiple concurrent projects and a portfolio of 2-4 applications autonomously
  • Strategic Alignment: Link the strategies of the school, business unit and IT together in the definition of projects
  • Process Simplification: Facilitating communication across various business units and enhancing the user experience through the simplification of processes
  • Stakeholder Representation: Represent the business sponsor/stakeholder within the IT Department by understanding the end-user needs
  • Risk Management: Manage the budget, timeline, risk and stakeholders to its expectations

16. Customer Relationship Management (CRM) Specialist Key Accountabilities

  • Client Support: Support clients with day-to-day strategy and analysis
  • Journey Optimization: Evaluate current journey/automation programs to determine where these can be optimised
  • Program Development: Determine opportunities for new journey/automation programs
  • Campaign Strategy: Support clients with day-to-day campaign strategy and A/B test and learn plans
  • Strategy Implementation: Work with the internal team and clients to implement BAU, data and project-based strategy plans
  • Business Development: Work alongside the CEO to support with business development and onboarding
  • Partner Engagement: Lead regular partner meetings and present analysis and findings
  • Team Collaboration: Work as part of a team during busy periods, supporting with operations and campaign delivery
Relevant Information
What Does A Customer Relationship Management Manager Do?
What Does A Customer Relationship Management Specialist Do?
What Does A Customer Relationship Management Administrator Do?
What Does A Customer Relationship Management Executive Do?