WHAT DOES A CUSTOMER RELATIONSHIP MANAGEMENT ANALYST DO?
Published: September 23, 2024 - The Customer Relationship Management Analyst leads complex campaign selections, feeding requirements into the project process and representing analytics in meetings. Drives SQL process automation to enhance efficiency and support error-free operations across the analytical team. Designs test matrices to optimize business performance, provides strategic marketing analysis, and manages KPIs, reporting, and analytical tools to ensure integrated solutions across various systems.
A Review of Professional Skills and Functions for CRM Analyst
1. Senior CRM Analyst Duties
- Project Scope Definition: Define project scope and document business requirements.
- Technical Specification Design: Design technical specifications, using best practices and minimizing the need for custom coding.
- Internal CRM Consulting: Provide internal CRM consulting, analyze data and processes to improve the business process to driving growth.
- Salesforce Solution Creation: Create solutions on Salesforce platform to meet the internal customer requirements.
- Salesforce Process Automation: Automate processes using Salesforce automation tools, such as Flows, Process Builder, Workflows, Formulas, Assignment Rules.
- CRM Support and Troubleshooting: Functional and technical CRM support as well as troubleshooting of (integration) issues.
- Integration Support: Support the set-up of integrations to existing business systems.
- Marketing Evaluation: Evaluate marketing and loyalty activities in terms of effectiveness and profitability.
- Customer Data Improvement: Improve customer data visibility to the business and guide the use of reporting tools.
2. Senior CRM Analyst Details
- Data Integrity Monitoring: Responsible for investigating and monitoring data integrity and quality to identify improvements.
- Campaign Analysis: Provide campaign audiences as well as customer analysis and reporting.
- CRM Data Auditing: Support in monitoring and auditing CRM data accuracy, integrity, and quality.
- Data Team Collaboration: Build a close working relationship with the Data/IT/Tech teams to fully understand data content and systems, raise issues, and assist in troubleshooting.
- Impact Assessment: Run impact assessments and communicate to the wider business.
- CRM Reporting: Generate reports, statistics, and analysis around CRM KPIs (recruitment, retention, customer lifecycle…) on a regular and ad hoc basis.
- CRM Structure Development: Support in scoping, building, and maintaining a new CRM reporting structure (including dashboarding) leveraging the suite of analytics tools (SQL, Tableau…).
- Marketing Collaboration: Work closely with other Marketing functions and Personal Shopping, creating customized customer segmentation lists to be used for multichannel marketing activity and events.
3. CRM Analyst Responsibilities
- CRM Data Validation: Validation of Data in Dynamics CRM, Accounts, Opportunities, and Contacts.
- Opportunity Follow-Up: Follow up with Partners, Managers, and Business Development Team on stale dated opportunities.
- CRM Contract Review: Contract Reviews to validate data in CRM for won opportunities.
- Training Material Development: Development and updating training materials.
- CRM User Onboarding: Onboarding and training new CRM users.
- CRM User Support: Providing support for any CRM user questions.
- CRM Committee Collaboration: Work with the CRM Steering Committee to identify issues and future developments.
- Commission Data Support: Provide data and support for quarterly commission calculations.
- Adhoc Reporting: Prepare and create adhoc reports to support the Operations and Sales teams.
- Trend Identification: Identifying and reporting channel-specific trends to build a strategy on.
- Customer Insight Analysis: Customer analysis and gaining accurate insight and understanding for the business.
- CRM Program Execution: Execute CRM programs to improve Customer Lifetime Value.
- Stakeholder Engagement: Engaging with key stakeholders and deliver actionable intelligence.
- Report Development: Developing a multitude of reports that will be used across the business to paint a picture of customer behavior.
- Offer Optimization: Optimize the performance of offers, customer reach and lead strategic evaluation of offers to identify new opportunities.
4. CRM Analyst Accountabilities
- Sales and IT Support: Serve in a support role for the Sales team and IT team.
- Documentation Preparation: Prepare documentation including requirements documents, use cases, user stories, workflow, test scenarios, test cases, training material, and other documents related to the business of the CRM team.
- Report Development: Engage with the business team and technical team to develop and maintain reports, dashboards, and forecasts.
- Data Hygiene Improvement: Maintain and recommend improvements in hygiene of CRM system business data to enhance user experience.
- Business User Support: Provide day-to-day business user support of CRM system.
- Power BI Training: Create and roll out training for users of Power BI reporting.
- Data Analysis: Collect, organize, analyze, and disseminate large amounts of information with attention to detail and accuracy to provide business insights for management.
- Trend Modeling: Use data to create models that depict trends in customer and lead activity (appointments, opportunities, and campaigns).
- Ad Hoc Reporting: Handle ad hoc reporting requests from Sales and Marketing Teams.
- KPI Reporting: Assist with maintaining target values in CRM for global KPI reporting.
- Data Validation: Assist with maintaining and validating data in CRM.
- Client Data Intelligence: Provide client data intelligence to further improve the brand's business.
- Consumer Tracking Reporting: Regular report on recruitment/conversion/retention, new product launch consumer tracking report, link sell report, and ad-hoc reports requested by business-related functions.
- Business Analysis: Perform ad-hoc client business analysis for top management.
5. D365 CRM Analyst Functions
- CRM Specialist Role: Serves as the in-house CRM (Dynamics 365) specialist.
- Partner Relationship Management: Assists in managing partner relationships with CRM support and integration vendors.
- Analytical Support Provision: Provides timely insights and analytical support to internal business stakeholders (including sales, marketing, accounting, and other departments) to support effective business decision-making and customization of the CRM to align with business needs.
- BI Administrative Assistance: Assists with administrative duties related to business intelligence (BI) reporting.
- CRM Maintenance Administration: Administers multiple maintenance functions of the web-based CRM systems with a primary goal of ensuring data integrity and business consistency.
- Data Quality Responsibility: Responsible for the quality and consistency of data used to drive organization sales and marketing efforts and customer insights housed in CRM.
- CRM Integration Support: Supports all integrations to CRM, including marketing automation and accounting software.
- International CRM Support: Provides support for international CRM projects as applicable in the organization.
- CRM Customization Partnership: Partners with cross-functional stakeholders to provide CRM customizations to support internal business needs, including hotfix requests.
- CRM Process Improvement: Identifies, recommends, and implements quality and efficient improvements to CRM processes.
6. CRM Analyst Job Description
- CRM Specialist: Serving as the in-house CRM specialist.
- Data Quality Management: Managing quality and consistency of data.
- CRM Optimization: Spotting ways to improve the usage of the CRM.
- CRM Reporting: Customizing and pulling reports from the CRM.
- CRM Training: Conducting training and workshops with sales representatives and CRM users.
- Educational Material Development: Creating manuals and education materials on how to use the CRM.
- Access Management: Managing licenses, granting accesses, updating and maintaining stakeholder records within the CRM system.
- Issue Resolution: Solving CRM issues in the organization.
- Process Implementation: Creating new processes and implementing them in the CRM system.
- Troubleshooting: Troubleshooting user or software errors that inhibit the efficiency of the interaction between people and technology.
- Customer Intelligence Development: Develop customer intelligence to enhance customer loyalty by formulating customer journey, audience segment, and customer-centric analysis.
- Data Analytics: Design and develop data analytics models, reports, and dashboards to understand consumers' behaviors and turn data insights into actionable CRM initiatives.
- Strategic KPI Development: Develop strategic KPIs with the objective of controlling and enhancing the customer experience.
- CRM Analysis: Review CRM KPI, conduct market research and present findings to address business issues, facilitate CRM program planning and uncover market opportunities & risks.
- System Enhancement Support: Supports continuous enhancement of the system architecture in coordination with IT and business process owners with focus on CRM projects.
7. CRM Analyst Overview
- Customer Behavior Analysis: Help the business understand customer behavior on L'Oreal direct-to-consumer sites to help optimize and shape the customer journey.
- Analytical Leadership: Manage and lead analytical deep dives for internal stakeholders across divisions to support effective business decision-making.
- Strategic Analysis Link: Act as a vital link in the strategy execution analysis chain to ensure that the business can react quickly and understand impact.
- CRM Best Practices Identification: Identify key success indicators and determine best practices for measurement and reporting around CRM.
- Audience Development: Develop audiences and segmentations as needed for campaign execution.
- Model Implementation: Develop and implement RFM & LTV models.
- Data Management Collaboration: Work closely with IT & Data team to manage and structure the data.
- Mentorship and Management: Mentor junior analysts and manage output from external analytics partner.
- CRM Analysis: Conduct pre-analysis for CRM initiatives preparation and post-analysis for campaign evaluation.
- Statistical Simplification: Simplify complex statistical or mathematical analysis into actionable business learnings.
- Creative Business Solutions: Provide recommendations, opinions, and develop creative solutions to key business issues and opportunities.
- Business Issue Anticipation: Anticipate business issues and influence managerial attention.
- Stakeholder Relationship Management: Manage stakeholder relationships, understand business priorities, and strategic initiatives.
- Data Analytics Support: Support business activities with respect to data requirements, data flow, data analytics, and modeling.
- IT Integration Input: Provide input to the IT Business Application Portfolio and systems integration roadmap.
- Business Process Enhancement: Proactively recommend business process improvements.
8. CRM Analyst Details and Accountabilities
- Project Planning: Create project plans outlining project milestones and target dates needed to successfully complete large-scale projects.
- Global Stakeholder Collaboration: Work with various global stakeholders to influence outcomes such that results maximize value for RGA globally.
- Business Requirements Documentation: Document detailed business requirements including business use cases, business rules, and process workflows.
- Business Impact Assessment: Identify and assess business impacts and risks, solve issues, provide recommendations on options, perform analysis (fields, data, integrations), and assist with defining the end state of desired changes.
- IT Liaison: Act as a liaison between project stakeholders and IT resources and actively participate in design discussions with the CRM IT team.
- Solution Testing: Test and validate that the developed solution meets business requirements and that related reports are accurate.
- Communication Plan Execution: Develop and execute communication and training plans for related enhancements.
- CRM Project Tracking: Track CRM project deliverables and provide regular status updates to key stakeholders.
- Subject Matter Expertise: Act as Subject Matter Expert, and partner with Global Marketing Services (GMS) and CRM IT to support the Click Dimensions platform.
- Governance Process Development: Develop and maintain governance processes for the Click Dimensions internal support team to ensure roles and responsibilities are clear, and life cycle management activities are performed on a regular basis.
- Platform Update Monitoring: Keep up-to-date on new features and upcoming releases.
- Capability Leadership: Inform Click Dimensions Module Lead of emerging capabilities for consideration that may benefit Marketers across RGA.
- New Capabilities Leadership: Lead and execute projects to release new features and capabilities.
- Training Presentation: Present platform capabilities and provide training demos to educate interested parties on the platform.
- Compliance Collaboration: Work with users and Compliance team on any compliance concerns related to client marketing opt-in preferences.
- Change Management Leadership: Lead change management planning and delivery.
- Training Needs Analysis: Identify gaps in user knowledge, and design and deliver targeted training.
9. CRM Analyst Tasks
- CRM Campaign Execution: Execute CRM campaigns in close collaboration with CRM Head and contacts from local markets.
- Campaign Management: Manage campaigns and customer segmentation on the CRM platforms.
- Customer Value Maximization: Monitor and maximize customer lifetime value strategies ensuring maximum profitability by optimizing KPIs based on daily reporting.
- Best Practice Enforcement: Ensure best practices for delivery (copy, coding, frequency, segments, user-permissions).
- Creative Collaboration: Liaise closely with content and creative team for design and copy of email templates, push etc.
- Performance Optimization: Share results on performance to optimize creative and copy.
- Coding Guidance: Guide the team on best practice for coding (deliverability).
- Brand Consistency: Liaise with Holding team to maintain consistency across OpCos.
- Loyalty Communication Management: Work closely with the Loyalty team for all loyalty- and rewards-related communication through email, push, SMS etc.
- CRM Insights Sharing: Share CRM-related KPIs and insights with the relevant stakeholders and other team members to optimize omni-channel marketing.
- International CRM Coordination: Run CRM for 15 Markets (e-commerce and non-e-commerce) and share best practice, learnings, and guidelines across different markets.
- Localized Communication: Liaise closely with the individual countries to tailor the communication to the respective local patterns and preferences, respecting Carrefour’s overall brand guidelines.
- Professional Development: Identify and seek professional development opportunities to improve leadership and technical skills pertaining to the direct line of work proactively.
- Policy Adherence: Apply and follow MAF Retail’s Human Capital corporate policies and relevant procedures and instructions.
- Training Leadership: Provide training and feedback to direct reportees.
- CRM Best Practices Research: Research best practices to ensure RGA’s CRM program delivers value to the enterprise.
- General Business Support: General business support as required to support the effectiveness and efficiency of the CRM Program.
10. CRM Analyst Roles
- Analytical Tool Utilization: Utilizing the latest analytical tools and thinking to drive Marketing forwards, maximizing campaign impact.
- SQL Delivery Assurance: Ensuring timely delivery of customer selections using SQL & Salesforce to fulfill the customer journey from a marketing perspective.
- Campaign Leadership: Leading the delivery of complex selections, ensuring the requirements of Campaign Analytics are fed into the project process and representing the team in project meetings.
- SQL Process Automation: Driving the automation of current SQL processes to increase efficiencies and support a zero-error culture within the wider analytical community.
- Risk Identification: Identifying and escalating any process gaps or potential enterprise/credit risks associated with Marketing activity.
- Test Matrix Design: Designing and embedding test matrices to optimize learnings vs business performance.
- Marketing Performance Analysis: Providing analysis on the performance of the marketing activity and using this analysis to provide future strategic recommendations and direction.
- Insightful Reporting Creation: Creating and delivering both scheduled and ad-hoc analysis & reporting in a timely manner, focused on delivering insights to business units.
- KPI Management: Responsible for scoping and managing KPIs, reports, analytical tools, and dashboards.
- Trend Analysis: Identifying, analyzing, and interpreting trends or patterns in complex data sets.
- Solution Integrity Assurance: Ensuring end-to-end solution integrity through process and system integration with other teams, systems, solutions, and process areas.
- Data Transformation: Combining and transforming data from multiple tables, database, and/or systems for analysis and/or visualizations.
- Communication Enhancement: Creating and/or providing input into internal communications and user documentation.
- CRM Platform Support: Providing platform support for lifecycle management activities for CRM Dynamics and other platforms under the CRM Program umbrella.
- Key Metrics Reporting: Producing reporting on key metrics.
- Data Quality Support: Providing support with data quality activities, as well as providing support to the Super User data governance group.