Can you define the role of a customer relationship manager? Is this role different than that of the CRM manager? Have the responsibilities for this role changed as a result of emerging CRM technology and new trends?
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, wishes 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.
Editor's note: Read more about the role of the customer relationship manager in these books by Lior Arussy.
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