Customer relationship manager

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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)[1] and the Queensland Public Service Leadership competencies for Queensland Framework[2].

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

SFIA skill code

SFIA skill level of responsibility

SFIA skills level descriptor

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, acting 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. Captures and disseminates technical and business information.

Service level management

SLMO

5

Ensures that service delivery meets agreed service levels. Creates and maintains a catalogue of available services. In consultation with the customer negotiates service level requirements and agrees service levels. Diagnoses service delivery problems and initiates actions to maintain or improve levels of service. Establishes and maintains operational methods, procedures and facilities in assigned area of responsibility and reviews them regularly for effectiveness and efficiency.

Marketing

MKTG

5

Devises and manages marketing campaigns within specified budgets to meet specified objectives. Manages and monitors market research, analysis and the marketing planning process. Advises on brand management and promotion of corporate reputation and plays an active role in promoting engagement of staff and business partners. Takes overall responsibility for the production of marketing materials and staging of events. Finds innovative solutions to marketing problems. Uses experience and data to make informed recommendations to senior management, including market segmentation and customer loyalty. Reviews and reports on the effectiveness of marketing approaches and services and their impact on business outcomes.

Leadership skills

Queensland Government roles align with the Leadership competencies for Queensland.

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.


[1] The Skills Framework for the Information Age (SFIA) provides a common language that integrates with an organisation’s way of working, to improve capability and resource planning, resource deployment and performance management. This role profile quotes extensively from the SFIA, under licence from the SFIA Foundation. Information about the SFIA can be found at http://www.sfia-online.org/en

[2] The Leadership competencies for Queensland framework plays a key role in translating the government’s ‘talent management requirements’ into clear behavioural terms. The competencies can be utilised in talent management strategies, including workforce planning, talent acquisition, leadership development, capability development, performance management, career management and succession planning. The competences can be accessed here Leadership competencies for Queensland


Last Reviewed: 22 July 2019

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