Based on this job description, the main responsibilites of a CRM manager are as below,
1. Oversee and manage all consumer focused efforts including development of consumer database, work with regional analytics team on analyzing the database and use consumer intelligence for better consumer marketing programs, better resources allocation and better consumer services.
2. Oversee data analysis for all online and offline programs.
3. Monitor key CRM performance metrics, response analysis for multi-channel consumer marketing programs.
4. Assist to develop and employ new customer research / survey methods to enable brands to obtain key data to aid in decision making.
As a result, the main responsibilites of a CRM manager is focusing on the relationship marketing in the following areas, for example, continuing transactions, customer differentiation, 2-way communication and collaboration, etc.
These responsibilities involve in-depth knowledge of information technology.
It was because Customer Relationship Management (CRM) examine customers from a multifaceted perspective. These systems use a set of integrated applications to address all aspects of the customer relationship, including customer service, sales, and marketing. For example, telephone sales, web sales, retail store sales, field sales in sales area; campaign data, contant, data analysis in marketing area; call center data, web self-service data, wireless data in service area.
A CRM manager need to analysis the data provided from a CRM system, for answering questions about customers. He/she need yo help sales staff increase their productivity, assign and manage customer service requests, manage marketing campaigns and analyze the results, identifies opportunities for cross-selling, up-selling and product bundling.
According to above reasons, that's why these responsibilities involve in-depth knowledge of information technology.
The CRM manager must know how to use analysis tools such as reporting, querying, data mining, OLAP to analyze CRM data in order to find out who are the most loyal customers, what are these loyal customers like, what are the firm's customer segments, etc. By generating these insights, he/she can then work together with the team to devise CRM strategies and tactics for each segment.
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