Read this recent job posting for a customer relationship manager (CRM) from JobsDB.
Based on this job description, what would you say are the main responsibilities of a CRM manager? Do any of these responsibilities involve in-depth or hands-on knowledge of information technology? Explain your answer.
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Regarding to the job description, we can summarize the job duties of the customer relationship manager by dividing into the operational CRM and the analytical CRM.
Operational CRM deals with the actual interactions with customers such as sales force automation (SFA), call center and customer support, and marketing automation. It provides supports to “front office” business processes. For example
· Lead the respective affiliates to develop and execute consumer contact strategy
· Work with local affiliates and regional teams to oversee and manage all touch point (including online or offline consumer information) in order to develop a useful consumer database.
· Manage service provider to run programs that delivers the brand CRM strategies and execution of the consumer calendar
· Lead the respective affiliates marketing teams to integrate product marketing activities with consumer lifecycle programs as an integrated consumer calendar.
Analytical CRM that aims to storing, analyzing and applying the knowledge about customers which information output from operational CRM applications. For example
· Work close with regional CRM director and analytics team to calculate the CLV value in order to capture the database and use consumer intelligence for better consumer marketing programs, better resources allocation and better consumer services.
· Monitor key CRM performance metrics (capture rate, 1-time purchase rate, retention rate), response analysis for multi-channel consumer marketing programs.
· Assist to develop and employ new customer research / survey methods to enable brands to obtain key data to aid in decision making.
Actually, all the duties above almost involve knowledge of information technology except some of the management situation.
