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A CRM (Customer Relationship Manager) is someone who knows their customer’s needs, wishes and dreams. S/he should be well versed in the value delivered to customers and the problems customers are trying to solve.
They are blessed with the special talent of not only being able to solve customer requests but will proactively offer ideas and insights to improve the customer’s issues and challenges. The customer relationship manager will follow up on every issue and ensure complete satisfaction and maximum utilization of the product or services sold to customers.
How do they do this? Well, with a little help from software purchased by the company they work for. According to Forbes.com CRM system is a database (usually managed by an administrator) that companies use to help manage their group of five or fifty sales people. It helps track reports on their pipeline, open quotes, new opportunities, recent activities and lost sales – everything that a CRM Manager needs to know.
The CRM Manager will work with customer service, marketing staff and operations to maintain a customer-focused attitude with a focus on activities that create lifetime customers. The position also requires a strong knowledge of budgeting and forecasting.
According to wikipedia, “many firms have also implemented training programs to teach employees how to recognize and effectively create strong customer-brand relationships. For example, Harley Davidson sent its employees on the road with customers, who were motorcycle enthusiasts, to help solidify relationships.
Other employees have also been trained in Social psychology and the social sciences to help bolster strong customer relationships. Customer service representatives must be educated to value customer relationships, and trained to understand existing customer profiles. Even the finance and legal departments should understand how to manage and build relationships with customers.”
The CRM Manager is responsible for retention campaigns, from conceptualization through to analysis. This includes idea generation, proposal preparation, overseeing the production process and overseeing execution.
A degree in marketing or a related field is desired for this position. At least three years of experience in a direct marketing environment, including acquisition and retention marketing, is also desirable. According to PayScale.com, the average salary for a CRM Manager is C$40,675 to $87,571 annually.
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