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Chapter: Business Science : Customer Relationship Management : CRM Planning and Implementation

Role of CRM manager

Role of CRM manager in planning and implementation 1 Developing CRM Programs 2 Direction 3 Listening 4 Conflict resolution 5 Positive image 6 Follow through 7 Administrative duties 8 Coaching sessions 9 Customer interaction 10 Communication 11 Reporting to senior management

ROLE OF CRM MANAGERS

 

Role of CRM manager in planning and implementation

 

1           Developing CRM Programs

 

2           Direction

 

3           Listening

 

4           Conflict resolution

 

5           Positive image

 

6           Follow through

 

7           Administrative duties

 

8           Coaching sessions

 

9           Customer interaction

 

10      Communication

 

11      Reporting to senior management

 

Responsibilities:

 

1.     Measurable increase in customer satisfaction measures

 

-  Maintain or increase recurring revenue from their customers

 

-  Develop/maintain referenceable customers

 

-  Decrease in Executive level escalations from assigned customers.

 

2.     Acts as Customer Advocate within the organization

 

-  Develops in-depth knowledge of the customer's goals and strategy as it relates to the product/service being used, assists the customer in reaching those goals, and communicates those goals internally to help drive product/service decisions.

 

-  A single contact/escalation point for cross product/cross functional issues

 

-  Holds customer accountable for maintaining contracted levels of training/staffing/etc.

 



STRATEGIC CRM PLANNING PROCESS:

 

      Defining the business objectives.

 

      Understanding CRM Three dimensions (people, process, IT)

 

      Using a structured approach to manage CRM

 

      Identifying both corporate and customer needs

 

      Using customer needs to re-engineer business processes

 

      Selecting technology based on business needs and functionality

 

      Ensuring systems development is business led

 

      Ensuring actionable measures of customer performance

 

      Actively managing culture and change, win buy in

 

      Using a phased implementation strategy

 


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Business Science : Customer Relationship Management : CRM Planning and Implementation : Role of CRM manager |


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