According to the job description, the main responsibilites of being CRM manager is to work closly with local affiliates, regional teams, regional CRM Director, analytics team, the respective affiliates marketing teams to understand key drivers of consumer lifecycle and integrate product marketing activities with consumer lifecycle programs as an integrated consumer calendar. Also, CRM manager has to develop and employ new customer research / survey methods to enable brands to obtain key data to aid in decision making. By the post mention, this is not an analytics position, so CRM manager just need to interact with customer and creat some marketing strategies to drive profitable growth.
Customer Relationship Managment 's objective is to add profit to the company's bottom line, it accomplishes that goal by concentrating on customer benefits and values rather than merely pushing the products and services the company wants to sell to its target market segments. As the job description shown, CRM Mangement needs to ensure most efficient capture and integration of online / offline consumer information. Oversee data analysis for all online and offline programs, apply to all brand direct consumer communication activities, including brand’s co-op efforts with retailers (based on the overall brand regional CRM strategies).
For the CRM processes, a key modern CRM concept is to fulfill customer's needs throghout their entire lifecycle. The job description states that CRM manager need to understand key drivers of consumer lifecycle (acquisition, retention, reactivation…etc) and consumer behavior, analyze program effectiveness and utilize learning to improve future program planning process. The job nature involves the knowledge of information technology.
Finding a touch point is one part of Customer Relationship mangement. That is a method of interaction with customer. CRM system can help CRM manager to manage marketing campaigns and analyze the reults. CRM manager has to develop and execute consumer contact strategy (through execution of consumer calendar) to achieve key CRM performance metrics, review and analyze key learning. That is one of the main responsibilities.
Lastly, in the above responsibilities shown in the job description is a operational CRM manager. CRM system can help CRM manager to analyze the database and use consumer intelligence for better consumer marketing programs, better resources allocation and better consumer services.
For operational CRM, the main users would be the front-end staff such as sales, marketing and customer support. However the CRM manager needs to provide the business rules generated from analysis of consumer data to the front-end staff so that they can execute these rules, for example, rules on which promotions should be offered to which customers, or how phone calls should be routed/served, or a script that they can use when responding to customers, etc.
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