WHAT DOES A CUSTOMER RELATIONSHIP MANAGEMENT ADMINISTRATOR DO?
Published: September 23, 2024 - The Customer Relationship Management Administrator manages configuration, upkeep, and operation of Product Services platforms, ensuring user access control and platform integrity. Oversees physical subscription product returns, cancellation qualifications, and manages complimentary subscription programs, including authorization processes. Conducts annual reviews, recommends efficiency improvements, collaborates with finance for accurate record-keeping, and handles data extraction for strategic decision-making.
A Review of Professional Skills and Functions for CRM Administrator
1. CRM Administrator Duties
- CRM System Administration: Manage and maintain the administration of various CRM systems and contact Center Platform for the organization
- Solution Understanding: Obtain a deep understanding of each solution in order to best manage the workflows
- Solution Delivery: Work with the business and IT to rapidly deliver the best designed solutions and enhancements within each platform as prioritized by the company’s strategic and productivity goals
- Business Impact Analysis: Analyze and document how the business need impacts each solution
- Data Analysis: Perform data collection and analysis needed most efficiently route and present leads to Mortgage Consultants
- Requirements Documentation: Write use cases, specifications, business requirements and test conditions along with needed process flows and works the stakeholders to reach approval
- Process Mapping: Document business workflows and processes into business process modelling applications Visio
- Rapid Development: Perform hands-on development efforts using rapid application development (citizen developer) frameworks for prototype, testing or production use
- Permission Management: Manage user permissions manually and by designing & championing systemic solutions that will scale
- Salesforce Training: Be the go-to expert for all Salesforce training to empower all levels with functional knowledge of CRM system
- Training Material Development: Develop training material independently and with Learning team
- Change Communication: Alerting affected teams about all changes and enhancements in Salesforce
- Training Facilitation: Facilitate training session and identify training needs
- User Support: Support super and end-users by creating and maintain training material for new/existing functionality
- Adoption Tracking: Continuously track user adoption metrics, and support business leaders with insight
2. CRM Administrator Details
- Managed Services Provision: Provide Managed Services to make system changes (such as technical support and enhancements)
- Application Management Collaboration: Conjunction with users and Business Owners participate in application management, prioritization, enhancements, break fix activities, problem management
- Master Data Management: Complete Master Data Management and System Administration (implementation of workflows and work instructions)
- Incident Management: Categorize, prioritize, track, and route incidents raised by users or monitoring tool
- User Account Management: Complete user account management tasks (creation, changes, terminations), using documented How-To’s, basic user training, FAQs
- Certification Achievement: Completed Veeva certifications corresponding to scope of support
- Documentation Compliance: Complete documentation per Client’s specifications, including, but not limited to: Business Process Mapping, Business Requirements, Functional Requirements (i.e. Technical Specifications), Test Cases, User Guides, and Admin Guides
- System Testing: Complete system testing as requested, including, but not limited to: Unit Testing (in sandbox) and Smoke Testing (in production) in both browser, iPad and Windows app. of Veeva CRM
- Salesforce Growth Support: Support the growth and evolution of Salesforce within the organization
- CRM Strategy Planning: Assist with the planning of CRM Strategy
- Strategy Management: Manage and deliver the strategy
- Salesforce Roll-out Support: Support the roll-out of new Salesforce.com applications and functionality in close collaboration with stakeholders, Sales Operations Director, IT personnel, and external implementation partners
- System Specification Translation: Translate new business requirements into system specifications, establish design, work with end users and/or IT in testing of new functionality
- Improvement Identification: Identify areas for improvement and make recommendations
- Solution Optimization: Challenge implementation partners as well as the business to arrive at the best solution
3. CRM (SalesForce) Administrator Responsibilities
- CRM Mastery: Keep up to date with and fully master setup & configuration features of CRM (Salesforce) within Sales Cloud, such as system customization, Role Hierarchy, Territory Management, sharing settings, user setup, flow automation, etc
- Reporting Skills: Keep up to date with and fully master the Reporting & Dashboard analytical capabilities in CRM
- CPQ Expertise: Keep up to date with and fully master the capabilities within the CPQ module in CRM
- Salesforce Updates: Keep up to date with new releases of Salesforce and have an overall understanding of what‘s available and possible within
- Feature Planning: Play a role in planning and designing new features for Marketing, Sales, and Delivery teams within Salesforce
- Analytics Translation: Work closely with Sales Operations Team to translate business questions into meaningful analytics - combining marketing and technical understanding
- Documentation Maintenance: Responsible for maintaining documentation, ensuring data integrity and security
- Community Support: Provide active and reactive support to Marketing, Sales, and Delivery Community in a multi-national company
- Issue Management: Manage operational requests and troubleshoot issues via a ticketing system
- Methodology Suggestion: Suggest ticket priority setting and user requirement evaluation methodologies
- Continuous Improvement: Take an active part in continuous improvement Sales Operations projects, with a primary focus on customization, migration, and user acceptance training within Salesforce
- Data Management: Create and run processes to maintain CRM with a focus on data quality and data privacy (data cleansing)
- Training Development: Develop training material for Salesforce user onboarding
- Refresher Training: Perform regular refresher user training to Sales & Delivery Community following Thinkproject Guidelines & Processes
- CRM Administration: Administers the corporate CRM system including configuration, security, users/roles, and issue resolution
- CRM Governance: Works within established CRM governance structure in partnership to establish standards and procedures based on best practices for the proper use of CRM
4. CRM Administrator Accountabilities
- User Onboarding: User management and onboarding onto the CRM for new users
- CRM Process Setup: Setting up processes on the CRM (e.g., lead distribution, auto email, WhatsApp messages etc.)
- Sales Liaison: Liaising between sales team and the CRM provider support team
- Campaign Management: Extracting data from the CRM and running sales campaigns
- CRM Auditing: Auditing the CRM - sales reconciliation process, auditing stage movement etc on a daily/weekly basis
- Report Generation: Generating reports from the CRM and sharing with required teams
- System Integration: Integrations with other systems (e.g., SendGrid for email, Kaleyra for WhatsApp, Telephony, Zapier etc)
- Innovation Recommendation: Recommending innovations and process improvements
- Training Development: Works in partnership with Organizational Learning to develop training plans and materials to support business units' use of CRM
- CRM Configuration: Completes configuration changes to the CRM system, as needed, to include fields, forms, solutions, and entities based on defined functional requirements and following CRM best practices
- Role Management: Collaborates closely with other members of the CRM governance structure to create user roles and permissions that allow for secure and optimal use of the CRM
- Change Documentation: Records all changes introduced to the CRM system to be disseminated to the staff
- Data Management: Works with staff to run data imports as needed, ensures the successful import of data into the CRM
- Report Collaboration: Collaborates with business SMEs and CRM governance to develop basic CRM reports, ETL reports, and reports from the database management tools
- Technical Support: Provides technical support to staff
5. CRM Operations Administrator Functions
- Platform Management: Manage the configuration, upkeep, and reliable operation of Product Services platforms
- Access Control: Control User Roles and User access in the platforms
- Return Authorization: Authorize the return of physical subscription products
- Cancellation Qualification: Qualify and authorize subscription cancellations and determine allowable refund amounts
- Complimentary Subscription Management: Manage the complimentary subscription program, working on internal and external requests and obtaining authorizations
- Annual Review: Conduct annual program review to ensure only necessary complimentary subscriptions are continued
- Process Improvement: Recommend process changes to improve efficiency
- Audit Preparation: Prepare annual audits around user access and controls of platforms
- Business Support: Support ongoing businesses needs and daily operations with external partners
- Issue Resolution: Identify and resolve root causes of subscription related issues
- Financial Collaboration: Collaborate with finance and accounting to maintain the financial records for subscription members
- Payment Processing: Process all payments, as received, to ensure receipt records are accurate and up-to-date
- Report Running: Running reports and extracting data from the membership database for business and analytical purposes
- Data Integrity: Run subscription data validity reports and perform data clean-up tasks as needed to ensure accurate subscription fulfillment and reports
- Dashboard Creation: Create reports and dashboards around subscriptions management
- User Training: Train and direct users on the correct use of all platforms