WHAT DOES A CUSTOMER RELATIONSHIP MANAGEMENT EXECUTIVE DO?
Published: September 26, 2024 - The Customer Relationship Management Executive involves managing the execution and delivery of new multi-channel communication workflows, including email, SMS, and push notifications, for lifecycle management, KYC, RG, and CIP processes. Responsibilities include automating communications from various business areas, liaising with compliance and country teams for new workflow requirements, and project managing the creation from planning through to execution. The position also entails troubleshooting communication issues, overseeing workflow performance across all brands, and training colleagues on diverse subjects and software.
A Review of Professional Skills and Functions for Customer Relationship Management Executive
1. CRM Executive Duties
- Database Segmentation: Implementing the segmentation of the Brand database to drive customer programmes and improve long-term quality and profitability of the customer file.
- Campaign Execution: Implementing individual campaigns across email and paper mailings from the consumer communications plan, including creative execution, customer selection, test activity, and results in order to drive the required sales plan.
- Cross-Functional Collaboration: Working closely with other teams within marketing, brand, and the wider business to ensure campaigns are aligned.
- Discount Strategy Implementation: Implementing and resulting in the discount strategy and plan for the brand.
- Budget Management: Working within the investment plan for retention activity, ensuring budgets are kept to plan.
- Administrative Support: Supporting the CRM Manager on administration and coordination around half-yearly budgets.
- Creative Messaging Development: Producing creative and messaging that helps bring products and features to life while showing customers that Experian is on their side.
- Customer Insight Utilization: Using customer insight, analysis, and data to create compelling email campaign ideas, messaging, and designs.
- Campaign Development Oversight: Overseeing the end-to-end development of campaigns, from planning and ideation through to creative execution and reporting.
- CRM Calendar Management: Taking responsibility for planning and delivering a busy CRM calendar.
- KPI Ownership: Taking ownership of KPIs and targets, and regularly reporting performance back to key stakeholders.
- Multichannel Automation Development: Developing multichannel triggers and automated programs that help customers feel more financially confident and support business objectives.
- Agency Collaboration: Collaborating with agencies and internal teams to ensure all projects meet objectives and that all campaigns meet brand/content/compliance guidelines.
2. CRM Executive Details
- CRM Platform Development: Assist development of the CRM platform.
- Customer-Centric Process Design: Contribute to the design of customer-centric processes within the CRM platform.
- Automated Workflow Creation: Build automated workflows across core value streams supporting campaigns designed by colleagues in the marketing team.
- Reporting Dashboard Development: Build reporting dashboards to enable KPIs to be measured accurately.
- Lead Generation Implementation: Work with commercial team managers to implement lead generation programs.
- Channel Integration: Work with product team colleagues to integrate other channels into the CRM, providing a single view of the customer.
- Continuous Improvement Collaboration: Work with colleagues delivering commercial continuous improvement initiatives, ensuring the organization grows acquisition and retention activity.
- Regulatory Compliance Assurance: Ensure that all features are developed in line with company policy on risk and regulatory compliance such as FCA, GDPR, ASA, and PECR.
- Cross-Functional Team Collaboration: Work with the product team comprising product owner, delivery manager, solution architect, BA, data integration architect, developer, tester, and other business SMEs.
- Customer Fair Treatment Advocacy: Actively contribute to a culture where the fair treatment of customers is at the heart of the Experian business.
- CRM Insights Utilization: Support the CRM Manager in leveraging CRM insights and best practices, and work closely with different teams including eCommerce and Marketing teams at local and global levels.
- Test and Learn Strategy Development: Work together with the CRM Manager to develop and analyze test and learn strategies to optimize campaign effectiveness.
- Customer Loyalty Program Support: Support the CRM manager with the customer loyalty program.
- CRM Query Resolution: Support the Customer Care team in resolving CRM-related customer queries related to accounts, orders, unsubscribes, etc.
3. CRM Executive Responsibilities
- Multi-Channel Workflow Execution: Executing and delivering new multi-channel (including email, push notifications, SMS, toast, etc.) workflows around Lifecycle, KYC, RG, and CIP.
- Communication Automation: Reviewing and automating communications from other areas of the business relating to Lifecycle, KYC, RG, and CIP (Customer Support comms, Risk comms, promotional comms).
- Compliance Liaison: Liaising with compliance and the country team to understand any new required workflows needed and managing the execution of these.
- Project Management: Project managing the creation of new workflows involving several stakeholders, starting from planning up until execution.
- Issue Troubleshooting: Troubleshooting issues with automated communications and workflows.
- Automated Communication Oversight: Keeping on top of a range of automated communications (SMS, email, Support tasks) within workflows.
- Workflow Performance Reporting: Reviewing and reporting on workflow performance across all brands, including workflow documentation and analyzing triggered communications.
- Automated Report Creation: Working with AIs on creating automated reports.
- Market Oversight: Having oversight of all markets/projects within the team to be able to support workload.
- Customer Service Support: Answering complicated Customer Service queries and troubleshooting issues across the wider team.
- Colleague Training: Training colleagues when necessary around multiple subjects/software.
- Data-Driven Decision Making: Using multiple data sources to make decisions that positively impact the bottom line.
4. CRM Executive Job Summary
- Program Management Support: Support program management and data.
- Client Acquisition Support: Support both online and offline client acquisition.
- CRM Campaign Development: Assist in planning, developing, and implementing CRM seasonal campaigns and engaging projects to drive traffic/clients to the boutique & PFS with an omni-channel experience, evaluating and measuring performance.
- Gift Management Support: Support gift management and shipment, including corporate gifts, birthday gifts, and tailor-made gifts.
- Client Hospitality Management: Support client hospitality management on a campaign basis.
- Database Maintenance: Responsible for database maintenance, focusing on data capture, WeChat binding rate, and data quality; keep monitoring through SAP and coaching boutique staff.
- Omni-Channel Project Coordination: Coordinate omni-channel projects.
- WeChat Work Management: Assist in WeChat work management, WeChat work database maintenance, operation, and continuous optimization to enhance SCRM; coach SA and monitor KPIs by door & SA.
- Customer Journey Design: Design and implement customer journey communication from acquisition to repurchase in omni-channel with clear segmentation logic and measurement metrics.
- CRM Operation Improvement: Coordinate with boutique managers to improve CRM operations and fulfill requirements on client lists for loyalty, providing tracking on a regular basis.
- Cross-functional coordination: Work closely across teams to roll out CRM projects and support internal and external coordination.
- CRM Tools Reporting: Reporting and being a key user of CRM tools.
- Data Consolidation: Consolidate data for CRM activation analysis, support tracking of CRM KPIs with cross-functional teams, and provide qualitative insight.
- New CRM System Support: Support new CRM system and project launch (or functional optimization).
5. CRM Executive Accountabilities
- Designer Briefing: Briefing designers on emails, including writing copy for all CRM-related marketing communications.
- CRM KPI Reporting: Accurate reporting of CRM KPIs using GA, Simon Data, and other in-house tools.
- Targeted Email Campaigns: Delivering targeted email campaign communications in line with the marketing plan.
- Marketing Calendar Response: Responding and being reactive to the marketing calendar and business requirements.
- Email Content Creation: Building email content from scratch and previous templates, including subject lines, copy, CTAs, and links.
- Campaign Segmentation: Building segmentation for campaign targeting using rule-based logic.
- Creative Collaboration: Working closely with the creative team to deliver engaging campaign content.
- Personalization Improvement: Striving to continuously improve the impact of direct communications through improved personalization and targeting.
- On-Time Campaign Delivery: Delivering all campaigns on time, with 100% accuracy.
- Automated Email Program Development: Helping to develop automated email programs by building additional journeys, creating test plans for existing communications, and continuously monitoring performance.
- Testing Plan Delivery: Delivering a testing plan, reporting back results to the team, and highlighting learnings and recommendations.
- Campaign Performance Analysis: Digesting and summarizing campaign performance across both campaign and automated emails to understand what is and is not working, adapting plans accordingly.
6. CRM Executive Functions
- Email Planning Assistance: Assist in planning emails by working with key stakeholders from Category Trading and Trade Card teams, considering seasonally relevant themes, external events, and competitor activity.
- Email Plan Maintenance: Maintain the email plan, helping to ensure it is customer-led.
- External Design Agency Briefing: Brief the external design agency to create first-class customer emails that achieve business objectives.
- Feedback Coordination: Provide feedback on the email design and liaise with the Category Trading/Trade Card teams to collate feedback.
- Design Optimization: Work with the external design agency to ensure feedback is implemented and the design is optimized for user experience.
- Campaign Setup and Proofing: Set up, review, and proof email campaigns using a campaign management tool and email marketing platform.
- Segmentation Techniques: Use segmentation techniques to select audiences to target emails to the right customers.
- Multi-Variant Testing: Develop a plan and carry out multi-variant testing.
- Campaign Performance Analysis: Analyze results from email marketing campaigns to improve key performance metrics (deliverability, open rate, click-through rate, sales).
- Dynamic Content Implementation: Assist in the planning and implementation of dynamic content.
- Competitor Review: Carry out competitor reviews to establish best-in-class email design and strategy.
- Automated eCRM Development: Assist in the development of the automated eCRM plan.
- Cross-Channel CRM Support: Assist in the wider CRM activity, providing the same experience across all channels.
7. CRM Executive Job Description
- CRM Campaign Management: Day-to-day management of CRM campaigns, including management of automated and business-as-usual communications covering email, SMS, and push, ensuring brand tone of voice and consistency across multiple channels.
- Customer Journey Analysis: Analysis of customer touchpoints and customer journey mapping to manage and implement a customer-centric CRM strategy aligned with the division’s goals to improve retention and increase CLTV.
- Customer Segmentation Optimization: Optimizing customer segmentation strategy with a focus on improving retention, ROI, and CLTV.
- Multi-Channel CRM Activity Delivery: Delivering CRM marketing activity (multi-channel), while ensuring activity is on brand, on time, and utilizing available technology such as Movable Ink.
- CRM Project Support: Driving the CRM program forward by supporting the delivery of the CRM quarterly project plan.
- CRM Communication Scheduling: Managing the scheduling of CRM communications to ensure cadence and relevance is in line with member expectations and working on optimizations using a test-and-learn approach.
- Content Collaboration: Working closely with Content and Editorial teams to ensure relevant and valuable content is delivered to the audience.
- Campaign Performance Reporting: Working with the marketing analytics team and reporting available within the Email Service Provider (Salesforce Marketing Cloud) to share campaign performance and impact with the team, including any A/B testing plans/results.
- Member Services Liaison: Liaising with the Member Services Centre to keep them informed of changes to CRM programs that may result in member contact.
- Magazine Mail Out Coordination: Working with the Senior CRM Manager to ensure the monthly magazine mail-out communicates planned messaging/advertising.
- Newsletter Roll-Out Support: Supporting the roll-out of free non-member newsletters.
- Omnichannel Experience Building: Liaising with paid media, social, and influencer marketing teams to build an omnichannel customer experience.
8. CRM Executive Overview
- CRM Strategy Implementation: Determining and implementing the company’s CRM strategies by working with all business units for customer and merchant processes.
- Vision and Leadership: Providing vision, leadership, and guidance for business processes and users' needs regarding the CRM system.
- Campaign Building: Campaign building activity for sales teams and reporting the activity results by building dashboards.
- Marketing Automation Journey Development: Building marketing automation journeys.
- CRM Management and Analysis: End-to-end management, monitoring, and analyzing developments, problems, and improvements related to the CRM system.
- Project Lifecycle Execution: Execution of analysis, design, testing, and implementation processes throughout the life cycle of CRM projects.
- CRM Structure Adaptation: Adapting the existing CRM structure to new strategies with improvements and/or developments according to new strategies.
- Data Quality Assurance: Ensuring system data quality and offering solutions for problems.
- Integration Control: Continuous control of integrations and resolution of failing processes with the IT department.
- User Experience Improvement: Taking necessary actions to make the use of the CRM system effective for system users and to continuously improve the user experience.
- Development Services Management: Effective management of outsourced/in-house development services.
9. CRM Executive Details and Accountabilities
- Salesforce Support Management: Managing first-line support for Salesforce users within Blick Rothenberg.
- Query Assistance: Assisting with queries, helping with reporting, dashboards, and support issues sent to the support inbox, and completion of monthly support reports.
- Salesforce Training Delivery: Providing effective training for Salesforce, including inductions and ongoing training.
- Third-Party Support Coordination: Working with a third-party agency that provides technical support.
- Best Practice Communication: Communicating best practice advice and guidance to users regarding each of the systems, ensuring that they are used to support the business in the most efficient way using the Salesforce BRian Hub.
- Data Quality Management: Running searches for incomplete contact data in Salesforce, including duplicate records, missing email addresses, missing associations, and incorrect mailing addresses.
- Report Generation: Generating regular and ad-hoc reports and dashboards.
- Mailing List Maintenance: Assisting in the preparation and maintenance of various mailing lists for events, publications, and ad-hoc campaigns.
- Internal Service Desk Support: Acting as an internal service desk when necessary, answering the Blick Rothenberg inbox.
- Content Management: Adding new articles and press releases and updating existing content on the website using CMS.
- Team Contribution: Proactively contributing to the projects and initiatives of the wider Marketing & Communications team and ensuring the needs of the team are met.
- Relationship Building: Creating and maintaining professional and positive relationships with customers, clients, and other members of staff.
10. CRM Executive Tasks
- Digital Customer Communication Management: Manage the day-to-day delivery of digital customer communications (with a focus on email) within the subscriptions area, with scope to work across areas such as editorial, commerce, events, and advertising.
- Data Workflow Development: Build detailed data workflows within the Adobe Campaign ESP, working with complex sets of data and customer segmentation.
- Marketing Brief Monitoring: Monitor and respond to new marketing and testing briefs for the CRM team.
- Audience Selection Translation: Translate data briefs from stakeholders into audience selection criteria within the database.
- Proofing Coordination: Liaise with subscriptions teams to coordinate proofing and approval from stakeholders.
- Customer Life-Cycle Automation: Create and optimize key customer life-cycle automation.
- Campaign Monitoring and Improvement: Monitor active campaigns, problem-solve, and proactively identify areas for improvement.
- CRM Activity Reporting: Report on CRM activity and highlight opportunities to stakeholders and the wider business.
- Stakeholder Relationship Management: Effectively manage relationships with internal stakeholders and colleagues.
- Marketing Compliance Assurance: Ensure best practice marketing and data compliance principles are adhered to.
- Project Migration Assistance: Assist in the migration of projects to a new ESP.