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CRM Position Outlines and How They Contribute to Growing Organizations

Many have heard the Term “CRM” as “Customer Relationship Management,” a system which holds all of your customer details and interactions in one place, however, “Customer Retention Management,” is also a profession dedicating itself to understanding user patterns and behaviors which positively contribute to the company’s financial growth.

CRM is a staple in online companies such as Gaming and ForEx under the titles: Customer Retention Manager/Head/Director and consists of a core positions and departments as well as disciplines outlined below. While other organizations may not hold a CRM Department/ Division per-say, the relating positions are often found in company organizational maps.

Customer Service Strategy:

Sites as well as offline retailers will often highly invest in training their sales/support staff to provide above and-beyond service which often includes: ensuring client satisfaction via phone/personalized emails/surveys, very generous return policies and 24/7 access to the Customer Support department.

Of course, customers get all the right “feels,” but actually, this is done because it simply drives revenue growth. It is also an excellent way to build word-of-mouth and brand loyalty, but there is more to it than that.

Companies that value their Customer Service departments and ensure proper management, will be able to identify issues before customer dissatisfaction sets in and gain valuable insights to help steer product teams.

Retention:

Today there is more competition than ever in almost every industry and every single one of them is vying for your attention via promotional loyalty programs, discounts, coupons, competitions, raffles/lotteries etc. and this is where Retention Employees come in. These unsung heroes of Marketing Teams should actually be driving more direct revenue than any other department, simply because it this person’s/department’s singular goal to keep as many paying users for as long as possible. The hardest part of this job is to understand the balance between how much a user will pay and how often without negatively affecting said user’s longevity all the while producing ROI positive results.

Data Management /Analysis:

Current marketing and product practices encourage companies to collect as much data as possible, however, this often creates a challenge for those required to derive meaningful conclusions.

It is the job of a CRM person to know exactly what they need to track, measure, understand. Data that has not been properly organized and sorted will result in too much “noise” making it unnecessarily difficult to derive meaningful conclusions and thus negatively impacting bottom line financial growth. It is for this reason CRM executives must understand exactly how companies make their money. Without this crucial knowledge, they will not be able to effectively map out Micro and Macro KPI’s to track performance.

Conversion / Funnel:

User funnels are both simple and complex simultaneously and the best way to attack them is to understand where the user is coming from, where you want them to go and the action you are seeking from them. Conversion managers are often times tasked with working on conversions at the beginning of the sales cycle and will incorporate both onsite and outbound marketing activities to get the job done.

Automation:

This is a field where a person automates marketing messages through a variety of marketing channels to get users to complete a predefined desirable actions. As simple as this sounds, this position deals with a high level of logistical complexities regarding messaging, timing and accuracy. Thoroughness and precise attention to detail is key for Automation Managers to effectively execute Marketing Communication Strategies.

Email Marketing

Many in the field of online see email marketing as sort of a dying art while others are still convinced of its merits. Whatever your thoughts, there is no denying that many companies are still sending promotional emails to their clients on a regular basis. A good email marketer will be up to date on SPAM regulations, best converting email layouts, most effective subject lines and general “best practices.” At the end of the day, if the goal is to get the to the users’ inbox, having a good email marketer is a wise investment.

A/B & Multi Variant Testing:

Marketing employees can be highly passionate about their opinions, but at the end of the day, the numbers should do the talking. While Burt and Ernie are busy arguing about who is right or wrong, A/B testers have the ability to set the record straight. A good A/B test is run with a statistically viable number of users which contains a control group and clear predefined KPI’s, while ensuring tests are run cleanly without outside influence.

To sum it up, retaining customers is no easy task and requires a deep understanding of user behavior on a variety of levels. Those working in the field must be vigilant and unrelenting to be successful, while companies need to provide the right tools and support to propel their CRM employees forward.

This article discusses CRM from a high level perspective, for more details and explanations on how to guide your current employees to success as well as what to look for in potential candidates, please do not hesitate to contact me: dara@boolbiz.com

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