WHAT DOES A CUSTOMER RELATIONSHIP MANAGEMENT LEAD DO?

Published: September 19, 2024 - The Customer Relationship Management Lead coordinates with the training department to create integrated CRM training programs, enhancing organizational proficiency. Facilitates cross-unit collaboration for ongoing education on system upgrades and new functionalities, ensuring consistent application and knowledge growth. Spearheads the development and implementation of CRM strategies, setting clear objectives and metrics that align with overall business goals, fostering a skilled and knowledgeable team focused on optimizing customer interactions and outcomes.

A Review of Professional Skills and Functions for Customer Relationship Management Lead

1. Customer Relationship Management Lead Duties

  • Training Program Development: Coordinate with the training department to create a new hire training program for CRM that is integrated with other programs.
  • System Communication: Communicate to the business newly released functionality and guidance on how to use the system through regular communications or email newsletters.
  • Training Formalization: Take the business processes and operating procedures of each Business Unit and formalize a training course for each.
  • Cross-Unit Training: Work across all business units together with Application Support to train on upgrades etc.
  • IT Knowledge Enhancement: Increase the organizations knowledge of internal IT platform.
  • Direct Marketing Leadership: Lead MARKET direct marketing best practices and guidelines on customer touch points.
  • Strategy Infusion: Infuse in customer management strategy and insights into MARKET business management.
  • Performance Reporting: Report and access activity performance at customer and channel levels.
  • Insight Development: Develop customer and channel insights to nurture continued optimization.
  • Team Leadership: Lead, inspire, coach, and develop the CRM Team (currently 5 members).
  • CRM Strategy Formulation: Devise the CRM strategy on both organizational level and business level.
  • OKRs Definition: Define OKRs for the CRM department, translating the defined strategies into quantitative metrics and work plans for the team.

2. CRM Technical Lead Details

  • CRM Environment Improvement: Improve the CRM environment: data, process, and reporting.
  • Stakeholder Collaboration: Working with business stakeholders across the company, with a focus on sales, marketing, and customer service teams.
  • Business Process Understanding: Fully understand the business processes that a CRM system supports and the objectives of the main user types of a CRM system.
  • Process Documentation: Document and challenge those processes where required, strive for standardization in the global approach.
  • Internal CRM Liaison: Be the key CRM point of contact internally with users, super users, and project teams.
  • External CRM Liaison: Be the key CRM point of contact externally with our implementation partner/developers.
  • Change Management Development: Develop a change management process for CRM.
  • Issue Management: Manage the issue/suggestion/changelog between those parties challenge change requests and develop a process to assess cost v benefit.
  • CRM Reporting: Support CRM user's own reporting, or develop specific reporting.
  • Compliance Adherence: Comply with and adhere to all regulatory compliance areas, policies and procedures (including HIPAA and PCI compliance requirements), and "leading practices".
  • Quality Improvement Implementation: Using continuous quality improvement methodologies to improve and monitor processes.

3. Dynamics CRM Team Leader Responsibilities

  • Structured Work: Work in a structured and accurate manner.
  • Priority Setting: Set priorities and only need half a word.
  • Process Design: Contribute to more detailed design and processes made by team members via BPMN and document these in analysis items.
  • Business Presentation: Co-present to the business about the results achieved through demos (lunch sessions) or user training.
  • Supplier Relationship Maintenance: Maintain relationships with CRM-related suppliers such as external CRM partners.
  • Performance Monitoring: Responsible for performance monitoring, continuously improve development, and quality assurance.
  • Team Onboarding: Providing onboarding of new CRM team members in the systems.
  • Knowledge Sharing: Stimulating periodic knowledge sessions for, among other things, knowledge transfer.
  • Team Coaching: Coach and guide CRM team leaders.

4. Customer Relationship Management Lead Accountabilities

  • Marketing Schedule Coordination: Coordinate and refine marketing schedule through collaborating with campaign managers.
  • Data-Driven Marketing: Drive the intelligent use of data in creating a consistent and personalized client experience across multiple channels.
  • Technology Advocacy: Champion the technology requirements for marketing and developing marketing automation capability.
  • Cross-Functional Collaboration: Develop a collective understanding of clients and how can intelligently communicate to them through collaborating across marketing, proposition & data.
  • Report Generation: Generate financial and statistical reports by obtaining data from disparate sources ensuring the applicability and accuracy of information.
  • Special Projects Execution: Execute components of special projects.
  • Coordination and Reporting: Responsible for coordinating activities with others in the department to produce reports and other deliverables within the prescribed timeframes.
  • Tools and Dashboard Development: Develop the tools, templates, dashboards, and reporting required to support process improvement initiatives.
  • Reporting Efficiency: Generate concise, timely reports of departmental activities and/or variances from expected results.
  • Data Analysis: Analyze master files, profiles, and table changes to ensure all changes are appropriately entered.

5. CRM and Email Marketing Lead Functions

  • Email Marketing Oversight: Oversee all aspects of e-mail marketing, including pre-arrival confirmations and targeted campaigns.
  • Email Capture Strategy: Develop a robust strategy for capturing emails and growing email database.
  • Marketing Calendar Creation: Create a thoughtful marketing calendar of all email marketing initiatives.
  • Email Newsletter Strategy: Conceptualize and manage strategy for email newsletters that drive brand and product engagement.
  • Business Goal Leveraging: Regularly identify and suggest opportunities for leveraging email to drive business goals.
  • Campaign Reporting: Create reporting templates for email campaigns to show the impact of work on the business.
  • Business Promotion Support: Support various areas of the business to promote events, programming, special menus, and more.
  • Content Hub Management: Manage the launch of a custom content hub on our website, including sourcing and managing content.
  • CRM Practices Evolution: Spearhead the evolution of CRM practices to ensure we're providing the best experience for customers.
  • Industry Trend Analysis: Continue to learn about industry trends and find creative ways of applying them to the Life House business.