How Would You Describe the Job of a CRM Manager?

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Gwynne Young
Managing Editor, CustomerThink
Member

Posted 20-Jan-2005 10:17 AM
[Posted for John Baisch]

I’m looking for a good job description for what a customer relationship manager should do/be. Anyone have any predefined job descriptions or ideas of where I can find one (other than the usual suspects Monster, Dice, etc.)?

BWorks
Member

Posted 18-Feb-2005 05:17 AM
I too would be interested in hearing what people think would be included in this type of job description. What would expect a salesperson who is a Customer Relationship Manager to do? What would you expect a person who is driving the use of a CRM tool to do? How could you define those things in a job description?

BW


Nick Daly
Member

Posted 03-Mar-2005 03:39 PM
John,

Your question made me think about what I do as the CRM Manager for a medium size organisation in Australia—roughly 110 users but growing, so I thought I would sit down and write out a list of the jobs that I perform and this is listed below, I hope it helps you. Of course the larger the organisation the more specialised these jobs become.

Sales Professional
1. Understand Sales processes, that is, what is involved in winning new business, preferably with an in depth understanding of known Sales processes such as SPIN, Miller Heinman, Solution Selling, etc.
2. Great Presentation skills, as they will be required to sell new ideas and processes internally to management and staff
3. To be able to sell the idea that CRM is not a IT solution, but a tool to help an organisation to better understand what their customers want and need

Change Manager
1. Plan for Change Management
2. Design incentives for people to change the way that they perform their jobs, as CRM always involves change and will be one of the greatest challenges
3. Motivator—sell the benefits of CRM to the users and management, so they will change

Senior Business Architect
1. Setting the process and performance framework for business transformation for a CRM implementation i.e. business and process analysis and then designing the CRM application so it meets the business requirements of the organisation
2. Analysis of what information is required from other applications, ERP, etc

Business Analysis

1. Analysis of any problems,
2. Errors
3. What information users will have access to, what information will help them perform their jobs more effectively

Data Management
1. Minimising Duplications and data quality
2. Enforcing Data Entry Standards
3. Maintaining the Data Conversion Rules from disparate systems

Data Modeller
1. Creation of list views for marketing mail outs
2. Creation of other list views that will help users such as Territory Management, Opportunities, customers, etc
3. Creation of Business Objects Reports

Application Administrator
1. Creation & Maintenance of Teams,
2. Maintenance of existing Users
3. Creation of new Users
4. Creation of Users Synchronisation Rules
5. Territory Realignment
6. Applying any new Customisation
7. Testing new processes and customisation

Performance Measurement
1. Of Users
2. Data
3. Customer Information
4. Marketing Campaigns
5. System Effectiveness

Portfolio Manager
1. Building Relationships with Portfolio stakeholders such as CEO, Sales Director, Marketing Director, Customer Service Director, etc
2. Evaluating and prioritising CRM initiatives based on discussions with above
3. Planning, Release Scheduling : Roll Outs to different divisions, departments, etc
4. Planning the application upgrades
5. Maintain Relationship with CRM application vendor
6. Build and maintain relationship with IT department

Training Manager
1. Develop and maintain Computer based Online Training Program
2. Train all Users
3. Ongoing Support for all Users
4. Train and Support the use of Mobile technology—PDAs

Regards
Nick


John Baisch
Member

Posted 23-Mar-2005 08:29 AM
Nick,

Thanks for the information. I’m now struggling with the differences between a product manager and CRM manager. One of our LOBs does not want the CRM manager touching his customers. He believes that only his product manager should be handling satisfaction, retention and identifying new needs.

Any thoughts?


MRHoffman ClientXClient
Member
Picture of MRHoffman ClientXClient

Posted 31-Mar-2005 12:05 PM
John, (and Nick)

John, since you said “one of our LOB’s” you have already identified one of the differences for the CRM Manager—Managing optimum customer value—If your LOB’s sell to/service the same customers, someone needs to coordinate activities, correspondence, etc. at an enterprise level—The CRM manager should be responsible for the corporate voice and the rolled-up revenue per customer and cost-per-customer. Fittingly, the CRM manager should be responsible for the customer management/customer experience standards and each units performance metrics to provide enterprise visibility to customer flow.

Depending on your ndustry, organization structure, etc. you may require less or more responsibilities and accountability for the CRM manager—but I have found the best approach is to align corporate financial objectives to the CRM manager’s numbers (a new customer is worth X, a sale to an existing customer is worth y, cost to serve a customer is z). This approach quickly creates a laser focus on core customer issues and operations.

Just some thoughts.

Michael R Hoffman
President/CEO
CRM BPM, Client X Client LLC
908 542-1134
Think Like a Customer!


Gwynne Young
Managing Editor, CustomerThink
Member

Posted 04-Apr-2005 08:54 AM
[Posted for Graham Hill]

John

Here is the outline job description for the CRM Manager role for an automobile manufacturer.

The CRM Manager runs the CRM Group within the Marketing Department within the National Marketing & Sales Company of the automobile manufacturer. The role encompasses strategy, CRM operations, collaboration and sensing & responding to opportunities in the manufacturer’s national market. In the past, strategy and CRM operations played the major roles. Today, it is CRM operations and collaboration. Tomorrow it will be CRM operations, collaboration and sensing & responding.

KEY RESPONSIBILITIES
Management of CRM activities for TDG
Management of CRM Group performance
Management of CRM Group staff

KEY ACTIVITIES
Developing CRM Strategy for TDG
Planning the implementation of CRM activities
Coordination of collaborative CRM activities with other H-level managers in TDG and other XYZ groups
Managing CRM Group performance and reporting to C-level XYZ Managers
Managing CRM Group staff
Managing the Data Centre & Marketing Services Providers

KEY PERFORMANCE MEASURES
# CRM activities delivered and # new CRM activities
ROI on CRM activities and customer value growth
Customer satisfaction, retention & loyalty
Collaboration with other groups
Other Group satisfaction with CRM Group

KEY KNOWLEDGE
Information-based CRM strategy formulation & implementation
Building & motivating high-performance teams
Operational automotive CRM (marketing, sales & customer care)

KEY SKILLS
Experience in an information-based CRM environment
Practical experience managing customer-driven change programmes
Collaborative team leadership
Goal-oriented project management
Practical experience operating Automotive CRM (for a major manufacturer or retailer)
Note: Formal qualifications in sales, marketing or another business discipline are NOT required for this position

KEY ATTITUDES
Orientation towards customers and/or markets
Comfort leading in a complex, changing, networked business environment
Pragmatic approach to getting things done

There are also definitions for a Contact & Campaign Manager, CRM Coordinator and CRM Analyst.

Graham Hill
Independent CRM Consultant


John Baisch
Member

Posted 05-Apr-2005 06:48 AM
Gwynne,

Thanks for the post. This is exactly the type of information I’m looking for..

Thanks,

jb

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