WHAT DOES A CUSTOMER RELATIONSHIP MANAGEMENT DO?
Published: May 30, 2025 - The Customer Relationship Management (CRM) Professional oversees the development and maintenance of strong client relationships to enhance satisfaction and long-term loyalty. This role involves analyzing customer interactions and data to personalize communication, improve service quality, and anticipate client needs. The individual supports business growth by increasing customer retention, streamlining processes, and delivering sustained value.
A Review of Professional Skills and Functions for Customer Relationship Management
1. Customer Relationship Management Analyst Duties
- Campaign Planning: Working with the CRM Manager to plan, organize, execute and analyse promotional and lifecycle campaigns to the current customer database across all sites
- Strategy Implementation: Work with the CRM team to implement the promotional strategy
- Budget Management: Ensuring campaigns are within budget
- ROI Monitoring: Ensuring a positive return on investment
- Content Management: Work alongside the rest of the CRM team in planning and managing content on all aspects of the product through CMS tools
- Bingo Marketing: Working with the promotions manager to take full responsibility for certain aspects of bingo marketing including games road maps and their introduction through go-to-market plans
- Stakeholder Coordination: Work alongside multiple stakeholders across various locations to ensure requirements are met across campaigns and player groups
- KPI Analysis: Assisting the CRM Manager in analysing and reporting on KPI with full campaign analysis for each promotion, enabling the business to understand the effectiveness of the activity
- Competitor Review: Regular reviews of competitor promotions and best practices
- Data Entry: Entering and monitoring information into the MSC Proprietary IT system
- Interdepartmental Liaison: Acting liaison between different departments within the customer service department
- Information Verification: Verifying information across different systems
2. CRM Consultant Details
- Customer Relationships: Building and maintaining profitable relationships with key customers
- Complaint Resolution: Resolving customer complaints quickly and efficiently
- Product Updates: Keeping customers updated on the latest products
- Strategic Planning: Meeting with managers in the organization to plan strategically to complete an order on time
- Order Submission: Open the order file and submit the complete order file to the Production Manager and the Accounts Department with a sales bill
- Sample Management: Guide the sampling department, make new samples as per the customer's requirement
- Approval Coordination: Get customers' approval and send it to the production and execution department
- Payment Follow-Up: Order quotation, advance and final payment follow-up on time via mail and phone
- Order Dispatching: Responsible for the order to dispatch between the client and the production team
- Client Meetings: Meeting with clients, understanding their requirements and making presentations
- Production Follow-Up: Follow up with various departments for production and make sure to order timely delivery, QC check and report sign, finalize delivery transport channel
- Delivery Coordination: Coordination with the client and the dispatch department, if the delivery is within or outside Jaipur city
- Transport Confirmation: Finalize transport tariff and confirmation with the client
3. Customer Relationship Management Executive Responsibilities
- Quotation Support: Support Request for Quotation Process
- Contract Management: Maintain and update the contract database
- Data Tracking: Tracking and updating data in Excel reports
- Ticket Handling: Create and assign tickets in the ticketing systems (SAP)
- Equipment Management: Proactively manage equipment data
- Account Maintenance: Maintain customer accounts with the support of the Master Data Team
- Documentation Control: Document all required information, keep work instructions and operating procedures up to date
- Invoicing Activities: Perform invoicing activities (investigate, finalize and send invoices to the customers)
- Query Resolution: Handle and resolve queries, escalations and complaints
- Process Improvement: Take an active part in continuous process improvement and standardization to increase productivity
- Team Collaboration: Build and maintain relationships with the sales department, the dispatching team and additional accounts within the business unit
4. Customer Relationship Management Manager Job Summary
- RFM Monitoring: Monitoring customer recency, frequency and monetary value (RFM)
- Data Analysis: Expert interrogation and analysis of the database to drive business revenues
- Lead Management: Managing lead generation and quality across the various touchpoints
- CRM Ownership: Product owner of Email Service Provider/CRM system (currently Emarsys)
- Customer Segmentation: Optimising customer segmentation and personalisation for CRM activity
- Channel Communication: Use of CRM platform for multi-channel customer communications
- Email Deliverability: Maintaining email reputation/deliverability across key ISPs
- Compliance Assurance: Ensuring all CRM activity is legally compliant
- Direct Mail Management: Managing Direct Mail initiatives including brochures and parcel inserts
- KPI Support: Support setting of all new customers, retention and other associated KPIs
- Performance Reporting: Detailed reporting on all aspects of Email, CRM and Direct Mail
5. Customer Relationship Management (CRM) Specialist Accountabilities
- Email Strategy: Email volume growth including the re-engagement and monthly content marketing strategy
- Email Optimisation: Email efficiency and optimisation with a structured and ongoing test and learn plan
- Campaign Analysis: Frequent analysis of all email marketing programmes, providing clear recommendations for future optimisation
- Department Collaboration: Working closely with other departments including web and buying and merchandising
- Customer Journey: Ensure a seamless customer journey and ensure product availability for campaigns
- Competitive Monitoring: Closely monitoring competitor activity/industry trends and proactively suggesting ways of making email creative best in class
- Project Support: Assist the CDO on ad hoc digital marketing projects, including events and campaigns
- Campaign Briefing: Campaign briefs and communicating these to creative and productive teams
- System Delivery: Work with cross-functional teams, including IT, to deliver key system upgrades across all channels
- Performance Monitoring: Monitor campaign performance, gaining insights to continuously improve customer engagement
- Brand Consistency: Ensure all CRM communication is consistent, on brand and in line with brand guidelines
- Customer Engagement: Create new, fun and effective ways to communicate the brand and engage new customers
- Retention Targets: Ensure email deliverability, sessions and retention targets are met
6. Junior Customer Relationship Management Manager Functions
- Lead Generation: Create and nurture B2B lead sources including key industry stakeholders (Bedfinders, key local authority teams, etc.)
- Target Achievement: Meet set occupancy and revenue targets
- Customer Journey: Ensure all leads have an excellent customer journey, from inception to completion
- Staff Training: Ensure all client-facing staff are trained to meet high corporate expectations
- Customer Understanding: Understand customer needs and develop plans to address them
- Relationship Building: Building positive relationships with clients, guests and all other contacts
- Market Intelligence: Gathering market intelligence and generating new business using creative methods
- Community Engagement: Involvement in community projects and promotion of the service/home
7. CRM Specialist Job Description
- Customer Experience: Provides an exceptional customer experience that inspires repeat business
- Concern Resolution: Addresses customers' concerns and informs the Manager immediately
- Product Knowledge: Provides detailed information regarding flowers and gifts to educate customers
- Order Processing: Gathers name, address and delivery date, collects payment information and processes order
- Procedure Compliance: Follows detailed procedures regarding add-on gift items, delivery methods and dates
- Request Entry: Enters special requests for flowers and plants into the POS system
- Data Confidentiality: Maintains confidential customer information
- Order Monitoring: Monitors orders and confirms details constantly to ensure customer selection is processed correctly
- Administrative Support: Conducts administrative activities, including filing, billing, mailing, telephone campaigns, etc
- Team Assistance: Supports and assists team members on an as-needed basis