Customer Relationship Management Specialist

WHAT DOES A CUSTOMER RELATIONSHIP MANAGEMENT SPECIALIST DO?

Updated: Mai 17, 2025 - The Customer Relationship Management Specialist excels at tracking performance against key KPIs and building customer profiles through lifecycle and behavioral analysis. Collaborates effectively with marketing, creative, and product teams to meet deadlines and provide actionable solutions for commercial objectives. Leverages CRM systems to deliver insightful reporting and analysis, ensuring smooth communication across all channels and segments.

A Review of Professional Skills and Functions for Customer Relationship Management Specialist

• CRM System Management: Manages, evaluates, and configures the CRM system, and provides detailed end-user documentation
• User Interaction Support: Bridges the gap between the CRM system and how users interact with it
• CRM Best Practices Implementation: Clear understanding of CRM software best practices and overall WesTech business processes
• User Training and Coaching: Implementation of CRM best practices through training and coaching to existing and new users
• Training Material Creation: Creation of digital and non-digital CRM training materials
• Data Capture Management: Develops and manages processes to capture accurate data for customer loyalty and profitability
• Customer Data Analysis: Analyzes customer data and recommends sales, marketing, and customer service initiatives
• System Testing Support: Creates and maintains test scripts and participates in system testing with end-users and IT
• Data Quality Strategy: Assists with long-term strategic goals for data quality and use
• Report and BI Insights Creation: Create and update reports and BI insights to meet user and management needs
• End-User Adoption Support: Advance CRM end-user adoption through training and effective communication
• System Modification Requests: Field questions from end-users and handle requests for system modifications and new features
• System Upgrade Management: Work with IT staff and vendors to troubleshoot issues and roll out periodic system upgrades
• Training Delivery: Ensure end-user training is effectively delivered to each audience

3. CRM Specialist Responsibilities

• Optimization Scheduling: Ensure all optimization will be on schedule with a full trial and error process.
• CRM Administration: Conduct day-to-day administration of the CRM system.
• Customer Database Management: Keep the customer database updated, integrating with all related customer contact channels.
• CRM Problem Solving: Perform routine work to solve CRM operational or systematic problems, including customer data revision or data collection.
• CRM Innovation: Use CRM best practices to suggest innovative ways of improving CRM capability.
• Data Compliance: Ensure compliance with data protection legislation and information governance.
• Project Quality Collaboration: Co-work with third parties to ensure all project qualities, ensuring all briefs to suppliers and agencies clearly define requirements.
• CRM Data Mining: Learn more about customers by CRM data-mining and research to find right ways of communicating with them.
• CRM Activation Know-How: Provide CRM know-how of customer activation to propose better CRM activation planning for gaining sales.
• Cross-Functional Liaison: Liaise with cross-functional teams to highlight areas of improvement in the process and apply fixes/efficiencies wherever possible.
• Supplier Collaboration: Work with external suppliers to define and understand customer segments that guide content and contact strategies to maximize ROI.
• CRM Segmentation Research: Research CRM segmentation methodology with external suppliers to find better ways for customer activation efficiency.
• Data Briefing Management: Manage the data briefing process to ensure there is a clear roadmap of CRM analytics projects.
• CRM Data Analysis: Analyze CRM-related data vs. sales performance to find sales opportunities.
• Customer Database Analysis: Analyze the customer database to identify trends and insights for the business.

4. CRM Specialist Job Summary

• RM Data Analysis: Provide routine CRM data & business analysis and submit CRM report to CRM manager
• Campaign Coordination: Liaison with brand/marketing/sales team and supplier to ensure integrated campaigns are executed smoothly and on time
• Campaign Delivery: Execute end-to-end campaign delivery from setup to deployment, including selecting data and producing campaign analysis reports
• Mailing List Coordination: Coordinate all elements of the mailing list production up to the point of delivery
• Campaign Performance Tracking: Track and report campaign performance and customer profile
• Market Research Sharing: Share market research to explore successful CRM case studies
• CRM Meeting Organization: Organize CRM routine meetings for KPI tracking and learnings from customer activation plans
• System Promotion: Prepare system roadshow presentations and launch communications to promote the system as a business development tool
• Training Material Preparation: Prepare training materials for new SOPs or functions with descriptions for sales and marketing teams
• User Training Support: Support the delivery of training programs for standard users and super-users
• Data Management: Perform imports, exports, and reporting
• Duplicate Record Management: Identify and merge duplicates according to set procedures and use judgment to correct records
• User Support: Support law firm staff and attorneys with email and phone support for database use
• Helpdesk Coordination: Coordinate with Helpdesk on user issues
• Business Development Support: Support Business Development staff as power users of the database

5. CRM Specialist Accountabilities

• CRM Usage Improvement: Spot ways to improve usage of CRM and emphasize the department's importance within the organization.
• CRM Training for Retail Staff: Teach retail staff on how to use CRM tools.
• Local Email Deployment: Design and deploy local emails via the Salesforce platform.
• Customer Segmentation and Reporting: Build customer reports and segment clients based on behavior, lifetime spend, and potential.
• Presentation Design: Design PowerPoints for project launches, key learnings, successes, and identified opportunities.
• Print Material Ordering: Order printed materials for stores.
• Warehouse Communication and Management: Communicate with the warehouse and manage store distribution.
• Vendor and VIP Client Shipping: Ship various items to vendors, stores, and VIP clients, such as books, gifts, and printed materials.
• Scheduling and Coordination: Schedule monthly calls with stores and e-commerce teams.
• Technical Troubleshooting: Troubleshoot, draft, and submit tech tickets.
• Vendor Research for Client Gifting: Research and discover new vendors for client gifting and in-store animations.
• Administrative Support: Perform administrative tasks such as creating new vendors and inputting purchase orders.
• Budget and Financial Tracking: Keep track of budget, spending, and understand basic profit and loss.
• User Knowledge Gap Identification: Identify appropriate ways to address user knowledge gaps.
• Policy Adherence Promotion: Proactively promote adherence to established usage policies and procedures.

6. CRM Specialist Functions

• CRM Strategy Planning: Plan, configure, and deliver CRM strategies across the organization to retain and build customer loyalty
• CRM Infrastructure Alignment: Liaise with the IT department to ensure that CRM infrastructure aligns with strategies and business objectives
• Retention Campaign Collaboration: Liaise with marketing and business development on the design, implementation, monitoring, and analysis of retention campaigns and promotions
• Performance Assessment: Assess the performance of CRM strategies with relevant managers to ensure customer experience objectives are met
• CRM Database Management: Ensure that the CRM database is up to date and segmented for marketing, business development, and sales programs
• Sales Funnel Optimization: Ensure that the CRM provides an effective business development and sales funnel
• CRM Data Governance: Ensure that CRM data governance is aligned with regulatory requirements, professional standards, and best practices
• Analytics Reporting: Generate ad-hoc analytics reports and identify insights and actionable strategies to improve the customer journey
• Customer Journey Optimization: Understand customer journeys and find opportunities to grow customer activity and value
• Campaign Execution: Drive campaign execution with marketing and product teams using internal and external platforms
• Campaign Impact Measurement: Measure the impact of CRM initiatives on KPIs and develop ways to optimize and scale them
• Cross-Functional Collaboration: Work cross-functionally with business, product, engineering, and analytics teams to meet growth targets
• Campaign Retrospectives: Drive all campaign retrospectives to improve processes and iterations

7. CRM Specialist Job Description

• CRM Program Contribution: Contribute to the delivery of a world-class CRM program, one campaign at a time.
• Campaign Learning Integration: Embed learning from historical campaigns run by Zip, including subject lines, send timings, and device display optimizations.
• Industry Best Practices Awareness: Keep abreast of external best practices and competitor communications.
• Consumer Insights Development: Develop consumer insights to inform campaigns, manage the audience selection for campaigns, and handle mailing list management.
• Campaign Reporting and Optimization: Provide campaign and operational reporting, analysis, and troubleshooting, implement fixes and optimizations.
• Campaign Development Assistance: Assist with campaign definition clarification, development of briefs, business rules, processes, checklists, and data/tech requirements.
• Data Integration Management: Manage data integrations required for journeys, including customer data, product feeds, and behavioral data.
• Stakeholder Collaboration: Work with stakeholders to ensure requirements are well understood and consult on how additional value can be added.
• Email Best Practices Understanding: Understand best practice email practices to maximize channel effectiveness and look ahead at how to propel the use of the channel forward.
• CRM Project Assistance: Assist on projects involving CRM pertaining to customer data and CRM system optimization.
• Campaign Compliance Assurance: Ensure campaign delivery is compliant with Zip policies, CRM processes, and regulatory requirements.
• CRM Activities Analysis: Responsible for the regular analysis of CRM activities and for reporting CRM KPIs.
• Project Budget Management: Responsible for the project budget and the efficient allocation of funds.
• International Collaboration Participation: Take part in national and/or international projects and workshops.
• CRM Potential Exploitation: Ensure the identification and exploitation of CRM potential for customer segments.

8. CRM Specialist Overview

• Email and SMS Flow Development: Develop winning email & SMS flows that help fans discover new products and drive repeat business
• Marketing Automation Management: Deploy and manage email and SMS marketing automation and campaigns via Klaviyo (ESP provider) & Attentive (SMS provider)
• Segmentation and Optimization: Concept new tests including segmentation and creative optimizations to improve performance
• Campaign Effectiveness Monitoring: Monitor and report on campaign effectiveness as measured by defined KPIs and ideate the next steps for optimization
• Quality Assurance: Maintain a very high standard of quality by delivering creatives and campaigns that are thoroughly QA’d
• Email Health Management: Support core email health functions including deliverability, list hygiene, account reputation, and compliance
• Trend and Partner Updates: Stay up to date with new trends and partner updates that impact deliverability, data collection, etc.
• CRM Tools Identification: Identify the relevant tools for the delivery, optimization, and analysis of CRM experiences
• Lifecycle Campaign Execution: Build and execute lifecycle campaigns
• AB and Multivariate Testing: Execute AB and Multivariate Testing as directed by Head of CRM, and present the results of performance
• Campaign Optimization: Review results and present solutions to Head of CRM for optimizing campaigns
• Customer Engagement: Create new ideas to engage customers in specific life stages
• Content Creation: Create engaging copy and content to delight customers

9. CRM Specialist Details and Accountabilities

• Customer Communication Management: Drive the planning, execution, and optimization of customer communication templates for email, SMS, in-app, and push notifications, collaborating closely with Design and Content teams.
• Customer Engagement Strategy: Implement strategies to drive customer journey and behavior to enhance engagement with processes and products.
• CRM Strategy Optimization: Own and optimize CRM strategies through collaboration with CRM Tech, Engineering, and Product Management peers to deliver high-quality, intuitive features.
• CRM & Product Team Support: Work with and support the CRM & Product team, including monitoring and evaluating CRM automations and campaigns to inform data-driven decisions on priorities and CRM campaign impacts, enabling continuous improvement.
• Customer Requirements Analysis: Analyze customer requirements and translate them into technical/functional specifications understandable by the business community or usable by IT developers.
• Business Analysis and Solution Identification: Through business analysis, identify the best solutions either already available or to be implemented within the managed CRM platforms according to best practice.
• CRM Technical and Functional Support: Provide technical and functional support to CRM users through active management of requests and completion of helpdesk resolutions.
• CRM Testing: Assess and test CRM use cases.
• Developer Liaison: Liaise with system developers to ensure the quality of deliverables, timely progression of projects, and adherence to specifications.
• Marketing Campaign Execution: Execute all planned marketing campaigns.
• Campaign Planning and Delivery: Work alongside the Head of CRM and CRM team to plan, brief, and deliver campaigns.
• Asset Coordination for Campaigns: Work closely with legal, design, copy, and marketing teams to collate all assets required for campaigns.
• Campaign Schedule Management: Plan and maintain delivery/deadline schedules.
• Campaign Tracking: Track all send activity and core campaign statistics, sharing them with the marketing team.
• Email Campaign Quality Assurance: Ensure all email sends are properly segmented and tested prior to send.

10. CRM Specialist Tasks

• Data Accuracy Management: Ensure data accuracy, validity, and systems alignment with accounts, contacts, leads, opportunities, and campaigns
• System Coordination: Coordinate data accuracy and integrity among CPC systems – D365, Oracle, CMS, marketing automation
• D365 Customization: Modify and customize D365 forms, views, charts, dashboards, workflows
• Marketing List Creation: Create, produce, and validate online and email marketing sources and lists for campaigns
• Data Standards Enforcement: Maintain and enforce data standards
• D365 User Support: Serve as D365 data resource for users and adhere to all safety regulations
• User Training and Lead Import: Create and support user training and import incoming leads
• Core Values Support: Demonstrate support of CPC core values
• Customer Management Best Practices: Analyze the current approach to identify best practices across 550+ shops on customer management to engage the customer base
• CRM Campaign Optimization: Create, optimize, and enhance CRM campaigns in various marketing channels
• Cross-Department Collaboration: Work closely with the sales department, global team, and international counterparts to ensure successful implementation of CRM measures
• Campaign Tracking and Optimization: Work with the Head of CRM to track and optimize automated campaigns

11. CRM Specialist Duties

• CRM Onboarding Support: Support onboarding and training initiatives to ensure consistent understanding and leverage of the CRM tool across the organization.
• Global CRM Support: Provide day-to-day support to CRM users and Super Users globally, acting as the CRM Super User for RGA’s Toronto office.
• Issue Resolution: Raise minor issues with IT and ensure technical issues are resolved.
• CRM Access Oversight: Oversee CRM access requests and manage the license review process.
• Data Quality Oversight: Oversee existing data quality processes to help ensure high quality of CRM data globally.
• CRM Custodianship: Take on the 'CRM Company Custodian' role to ensure CRM company data is up-to-date and accurate.
• Super User Support: Support Super Users to ensure data quality processes are executed appropriately.
• CRM Data Strategy Development: Develop new strategies and processes to improve data accuracy and enhance compliance by monitoring, influencing, and reinforcing the maintenance of clean CRM data.
• CRM Analyst Support: Support CRM Analysts by completing data and general gap analysis for user requests or project-specific work.
• Stakeholder Collaboration: Work with internal stakeholders to gather and document business requirements for enhancements and feature releases, and obtain sign-off from Module Teams.
• CRM Data Analysis: Perform analysis (fields, data, integrations, etc.) and prepare data mapping documentation.
• Solution Testing and Validation: Test and validate that the developed solution meets business requirements and that related reports are accurate.
• Training Material Development: Assist the CRM Product Team with developing training materials, updating slide decks, and other project/internal documents.
• CRM Usage Reporting: Provide regular reporting on CRM usage.
• General Business Support: Provide general business support as required to support the effectiveness and efficiency of the CRM Program.
• Email Campaign Development: Oversee the development & execution of professional and consumer email campaigns, supporting Brand, Product, and Evergreen communications
• Creative Briefing Management: Own creative briefing process and updates for new and existing email programs, ensuring output is aligned with strategy brief
• Email Performance Testing: Execute ongoing testing regimen (subject lines, layout, format, frequency, etc.) to continuously improve email performance focused on user engagement
• CRM and Email Toolbox Sharing: Responsible for sharing CRM and Email toolboxes with markets, including audience segmentation, building/coding emails according to strategy brief, and translating emails
• Quality Assurance Management: Manages all QA and routing to appropriate approvers
• Campaign Performance Reporting: Supports Sr Manager in gathering performance data and reporting on post-campaign results (i.e., channel-level performance results, feedback from cross-teams, and learnings/insights for future campaigns)
• Third-Party Email Software Management: Works with third-party email software provider to manage, execute, and optimize email campaigns
• Cross-Functional Collaboration: Work closely and collaboratively with internal creative, brand, and acquisition teams to develop and execute integrated creative ideas, plans, and strategies

13. CRM Specialist Responsibilities

• CRM Administration: Perform CRM administrative tasks including updating and maintaining customer and sales data, troubleshooting, and building reports to ensure data integrity and accuracy.
• Salesforce Configuration: Configure Salesforce objects, workflows, approval processes, and validation rules.
• Process Improvement: Identify opportunities for process improvement and automation to support business operations.
• CRM Training Development: Develop and administer CRM training for new sales personnel to ensure seamless user adoption and utilization.
• Sales Ecosystem Collaboration: Collaborate with Customer Service and Information System teams to enhance the salesforce ecosystem.
• APEX Coding for Sales Tools: Develop sales tools using APEX coding for use in the Salesforce environment.
• CPQ Development: Develop CPQ functionality and collaborate with Customer Service on related tasks.
• Marketing Team Support: Support marketing efforts with Pardot activities and integration.
• CRM Strategy Proposals: Propose CRM and promotional activities aimed at increasing customer satisfaction and engagement.
• Creative Campaign Ideation: Ideate and think creatively to design promotions and campaigns that boost customer satisfaction and engagement.
• CRM Strategy Application: Apply and monitor CRM strategies to ensure effective ROI in attracting existing users and securing deposits from new registrations.
• Campaign Compilation: Compile casino and sport campaigns.
• Campaign Analysis: Analyze the results of casino and sport campaigns.
• Customer Rewards Preparation: Prepare appropriate bonuses and gifts for customers.
• Reporting: Create reports on a weekly, monthly, and yearly basis.
• Digital Content Creation: Create landing pages, pop-ups, and communication materials such as emails, SMS, and push notifications.

14. CRM Specialist Job Summary

• Customer Insights Development: Based on customer insights, building and developing customer cohorts and segments
• CRM Strategy Execution: Developing and executing an online CRM strategy that drives measurable results and customer engagement
• Personalized Messaging: Building segments and scheduling personalized email, push, SMS, and in-app messaging for customers for each key market
• Quality Assurance Management: Managing email marketing, SMS, push, and in-app messaging Quality Assurance process by ensuring the copy, images, and links are functional and effective
• Performance Tracking: Tracking performance against established monthly, quarterly, and yearly KPI targets for channels, collection launches, and key markets
• Customer Lifecycle Analysis: Forming an in-depth understanding of customers through a lifecycle, churn, and behavioral lens to build customer profiles
• Team Collaboration: Collaborating with the wider marketing and creative teams to provide actionable solutions to commercial business objectives
• Customer Lifecycle Testing: Identifying and executing testing opportunities within the customer lifecycle
• CRM System Onboarding: Onboarding and working with CRM systems, tools, and vendors to ensure flawless delivery for all channels and customer segments
• Technical Issue Resolution: Understanding the technical details behind channel communications and identifying and resolving issues that may arise
• Commercial Strategy Planning: Tracking and understanding commercial objectives of the business, market growth targets, and strategizing activity based on channel knowledge and previous performance
• Reporting and Analysis: Leveraging CRM to provide reporting and analysis that provides insights into client relationship developments
• Client Research: Completing other client company research to support RGA’s global business development efforts

15. CRM Specialist Accountabilities

• CRM Campaign Execution: Plan and execute CRM campaigns including segmentation & data usage, personalization, message creation, and quality assurance.
• Customer Experience Optimization: Ensure a seamless experience from acquisition to retention, covering seasonal and product-related communications via direct messaging.
• Campaign Leadership: Lead daily campaign send-outs & coordinate with external creative & strategy teams for optimal results.
• CRM Performance Analysis: Track and analyze CRM performance, suggest and implement strategies to expand the CRM database and enhance sales & retention KPIs.
• Trend Identification: Proactively spot new trends, tactics, and tools in CRM/email marketing.
• Cross-Channel Strategy Implementation: Proactively create and execute strategies across channels, integrating CRM and other digital channel data.
• Loyalty Program Management: Develop and execute acquisition, engagement, and retention strategies for the loyalty program to enhance personalization and customer satisfaction.
• Cross-Functional Collaboration: Lead and collaborate with cross-functional teams to improve consumer experiences.
• Consumer Insights Application: Translate consumer insights into action plans that maximize brand value.
• Performance Reporting: Regularly report to the Head of Digital Part and Group Manager on performance and improvements.
• Digital Budget Management: Manage and administer digital budgets, estimate monthly costs, and reconcile discrepancies using SAP.
• Regional Communication: Work at a regional level, effectively communicating with global and local, internal and external stakeholders.
• CRM Technical Leadership: Lead all day-to-day CRM technical support and system administration.
• Technical Support Management: Manage daily relationships with external technical support.
• CRM Best Practice Support: Support the correct use of CRM across the organization, providing guidance and best practices.

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