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The role and responsibility of a customer relationship manager

Lior Arussy EXPERT RESPONSE FROM: Lior Arussy

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QUESTION POSED ON: 15 February 2008
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?

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EXPERT RESPONSE
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.


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