Customer relationship manager
Description
Customer relationship manager is a pivotal role within the ICT environment of an organisation. The main aim of the ICT customer relationship manager is to improve services provided to ICT customers across an organisation and to use customer contact information for targeting marketing. The ICT customer relationship manager will manage the business relationship between the organisation and its targeted clients. This person will have highly effective skills in communicating with influence and maintaining relationships with key stakeholders.
From the outside, customers interacting with a company should perceive the business as a single entity, despite often interacting with a number of employees in different roles and departments. The customer relationship manager is responsible for developing a combination of policies, processes, and strategies to unify its customer interactions and provide a means to track customer information.
The customer relationship management (CRM) includes many aspects which relate directly to one another:
- direct interaction with customers, e.g. face to face meetings, phone calls, e-mail, online services etc.
- operations that ultimately affect the activities of the front office e.g. billing, maintenance, planning, marketing, advertising, finance, etc.
- the interaction with other external companies and partners, such as suppliers/vendors and industry networks. This external network supports front and back office activities.
- analysis key CRM data can be analysed in order to plan target-marketing campaigns, conceive business strategies, and judge the success of CRM activities e.g. number and types of customers, revenue, and profitability.
The ICT customer relationship manager also ensures that the customer relationship management data can be utilised to plan target marketing campaigns, conceive business strategies, and judge the success of CRM activities.
An ICT customer relationship manager exhibits a combination of capabilities from the Skills Framework for the Information Age (SFIA) and the Leadership competencies for Queensland.
SFIA profile
Within the SFIA profile, the ICT customer relationship manager has level 5 capabilities, i.e. ensures and advises on the skills outlined below.
Refer to the framework for descriptions of the seven levels of responsibility and accountability.
| SFIA skill code | SFIA skill level of responsibility | SFIA skills level descriptor |
|---|---|---|---|
Stakeholder relationship management | RLMT | 5 | Identifies the communications and relationship needs of stakeholder groups. Translates communications/stakeholder engagement strategies into specific activities and deliverables. Facilitates open communication and discussion between stakeholders. Acts as a single point of contact by developing, maintaining and working to stakeholder engagement strategies and plans. Provides informed feedback to assess and promote understanding. Facilitates business decision-making processes. |
Service level management | SLMO | 5 | Ensures service delivery meets agreed service levels. Negotiates service level requirements and agreed service levels with customers. Diagnoses service delivery problems and initiates actions to maintain or improve levels of service. Establishes and maintains operational methods, procedures and facilities and reviews them regularly for effectiveness and efficiency. |
Marketing | MKTG | 5 | Develops and manages comprehensive marketing plans aligned with business objectives. Implements strategies to maximise marketing effectiveness given organisational goals. Leads the definition of target customers and brand positioning. Analyses complex data to inform marketing decisions. Creates innovative solutions to marketing challenges. Coordinates with other teams to execute integrated marketing approaches. |
SFIA skillLeadership skills
Leadership competencies for Queensland describes what highly effective, everyday leadership looks like in the sector. In simple, action-oriented language, it provides a common understanding of the foundations for success across all roles. The profile describes three performance dimensions (vision, results and accountability) and 11 leadership competencies required against five leadership streams.
Leadership streams are not connected to a level or classification, but rather reflect the balance between leadership and technical skills required of an individual. Individuals can consider the value proposition of roles rather than the traditional lens of hierarchical structures or classification levels. The five leadership streams are:
- Individual contributor (Leads self and does not supervise others)
- Team leader (leads a team and typically reports to a program leader)
- Program leader (leads team leaders and/or multiple areas of work)
- Executive (leads program leaders or other executives)
- Chief executive (leads the organisation).
When developing a role description, identify the role type and then focus on the most important attributes and create a balance between SFIA skills and leadership skills.
Entry points
A formal qualification is not required, although a degree level qualification in business is highly regarded.
Industry experience is highly regarded to undertake the role of ICT customer relationship manager. The role requires a high level of communication skills both written and oral, a high level of negotiation skill, a detailed understanding of technical environments, excellent management skills and the ability to review and change processes to achieve best practice standards.
Learning and development
Skills in the area of ICT relationship management can be improved through participation in a variety of courses. These courses will improve the skills and general knowledge of an ICT relationship manager. Many of these courses are run by private companies.