Ask The CRM Expert: Questions & Answers

The role and responsibility of a customer relationship manager

The role and responsibility of a customer relationship manager

By  Lior Arussy, President, Strativity Group

SearchCRM.com

Can you define the role of a customer relationship manager? How has this role changed as a result of emerging technology and new trends in the marketplace?
If by customer relationship manager you mean an individual who is in charge of actual relationships with a customer (as opposed to an individual who is in charge of customer experience design), then here are some suggestions:

  • Customer relationship managers should know their customer's needs, w

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    • ishes and dreams. He or she should be well versed in the value delivered to customers and the problems customers are trying to solve.
    • The customer relationship manager will not only 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.