Career Counselling and Guidance

Role of Customer Relationship Manager

Shreya Matta

Shreya Matta

October 20, 2022

A customer relationship manager is a professional who builds and maintains strong, long-term, and beneficial relationships with an organization’s customers. By providing a positive post-sale experience to customers, the customer relationship manager helps build trust in the organization and ensures they continue to patronize the brand and bring more revenue.

To do this effectively, the role of a customer relationship manager involves understanding and fulfilling the wants and needs of the target customers. The customer relationship manager also grows the organization’s customer base by identifying the right opportunities to draw new clients.

Customer relationship managers are skilled communicators who promote brands by cultivating lasting relationships with key customers. They implement policies to retain customers, gain new ones and ensure their satisfaction with the organization. By understanding the relevance of customer relationship managers in fostering customer allegiance to an organization’s brand, you can decide if it is a career you might find interesting. In this article, we explain what is a customer relationship manager and explore what you need to do to become one.

The Importance of Customer Relationship Management (CRM) in Digital Marketing | by Rajat Ranjan | Medium

Job Overview

Our company is actively looking for a confident and empathetic individual to join our team as a Customer Relationship Manager. Your ultimate goal for this job position is to get new customers and retain existing customers.

As a Customer Relationship Manager, you will be responsible for maintaining a long-term relationship with the customer. You will also be responsible for knowing the customer’s needs and demands.
You should be upselling as well as cross-selling the company’s products and services. As an ideal candidate, you should possess excellent communication skills and the ability to work in a team environment. In addition to this, you should have previous experience working as a Customer Relationship Manager.

If you think you can take up this job position as a CRM, then send in your job application right away. We will be happy to meet with you.

Customer Relationship Executive at KBS Creations (Mumbai)

  • Job type: Support, Full-time
  • Salary: 20-25K/Month
  • Position: Mid-level

CRM Manager at Sheetal Jewellery House (Mumbai)

  • Job type: Support, Full-time
  • Salary: 5 LPA
  • Position: Mid-level

Customer Relation Manager at Balaji Jewellers (Rajkot)

  • Job type: Support, Full-time
  • Salary: As per industry standards
  • Position: Mid-level

CRM Executive at ORRA(Mumbai)

  • Job type: Sales, Full-time
  • Salary: 3-5 LPA
  • Position: Mid-level

Customer Relationship Manager Job Description Template

We are looking for an experienced customer relationship manager to be responsible for engaging with key customers by building and preserving trusting relationships. The customer relationship manager will constantly identify opportunities to grow the customer base and build positive relationships with new clients. You should also be strategic and analytical when finding solutions to problems to ensure maximum client satisfaction.

To be successful as a customer relationship manager, you should possess excellent communication skills and maintain the core values of the organization. You will conduct quality assurance surveys to determine customer satisfaction and use the findings to improve on areas of complaint. Ultimately, an outstanding customer relationship manager will work closely with sales and accounts managers to ensure that all staff preserves relationships with clients.

Customer Relationship Management

Customer Relations Manager Requirements:

  • A bachelor’s degree in Business Administrator, Marketing, or a relevant field.
  • A minimum of 3 years experience working as a Customer Relationship Manager or a similar role in the Customer Service department
  • Excellent interpersonal and communication skills.
  • Proficient in all Microsoft Office Tools and applications, Excellent presentation skills.
  • Sound knowledge of the company’s products and services.
  • A team player with leadership skills.
  • Maintain a positive attitude focused on customer satisfaction.
  • Good customer service skills, Exceptional negotiation, and sales skills.
  • Ability to maintain sensitive and confidential information.
  • Exceptional people with problem-solving skills.

Customer Relationship Manager Job Responsibilities:

The duties of a customer service relationship manager can differ according to the industry they work in and the requirements of their employer. Some of the prevalent responsibilities in detail include the following:

Build & Maintain customer relationship

The principal customer relationship manager’s role is to build trusting relationships with the key customers of an organization. For this, they take the time to understand customer needs and find constructive solutions to meet these. In large organizations with many customers, customer relationship managers may use CRM software to organize and supervise teams. This is to implement strategic plans for building profitable customer relationships.

  • Identifying customer demands and requirements.
  • Understanding key customer individual needs and addressing these.
  • Developing plans to address customer-specific needs.
  • Approaching prospective customers to build rapport.

Manage customer communications

Another essential role of a customer relationship manager is to act as their organization’s representative and keep their key customers well-informed about their business news, service features, and product developments. They may communicate with customers through various channels like corporate letters, emails, newsletters, phone messages, social media posts, video posts, forum posts, podcasts, articles, and blogs.

By marketing existing and new products directly to the customers, the customer relationship manager can increase product sales and bring more revenue to the organization.

  • Dealing with people of different backgrounds and temperaments.
  • Overseeing the relationship with customers handled by your team.
  • Keeping customers updated on the latest products in order to increase sales.
  • Advising customers on cost-effectiveness.
  • Negotiating agreements with customers.

Customer Relationship Management Services at best price in New Delhi

Resolve customer issues & Improve customer care

Customer relationship managers monitor letters, emails, messages, social media posts, and online reviews from customers for any issues they might have with the organization and its products or services. When they find customers with problems, they attempt to resolve their concerns as quickly as possible.

Such prompt and helpful responses can make a positive impression on new customers, and they are then more likely to convert to loyal buyers. They may write positive reviews about the organization and its products and make word-of-mouth recommendations to family, friends, and acquaintances. That can fetch more business for the organization.

Excellent customer care is crucial for business success. When customers know that an organization cares about customer issues and offers solutions and aftermarket services, they are more likely to continue buying from it and boost their business. They use customer feedback and surveys to understand what customers want and apply the information to improve their products, services, distribution, and marketing to boost customer satisfaction.

  • Taking feedback from customers to ensure they are satisfied with the service.
  • Planning strategies for customer care and conflict resolution.
  • Resolving customer complaints quickly and efficiently.

Expand customer base

Along with retaining existing customers, the customer relationship manager works at attracting new customers. Growing the customer base can improve the organization’s business and bring in more profits. To do this, they may use various marketing strategies such as launching new advertising campaigns, targeting new age groups and locations, using sales techniques like upselling and cross-selling, and offering discounts.

The customer relationship manager may also update the organization’s website, network in related industries and partner with companies with complementary business interests.

  • Setting customer expectations and revenue goals.
  • Upselling and Cross-selling to expand the customer base

Monitor business competitors & Strategize appropriately

Knowing its competition and the competitors’ strategies can help an organization to effect policies of its own. The customer relationship manager can help by monitoring the organization’s business competitors and noting what they are doing right. They may then use similar ideas to improve the organization’s business operations and market standing.

  • Conducting business reviews using CRM programs.

What skills should a Customer Relationship Manager have?

A customer relationship manager can benefit career-wise from the following skills:

  • Communication skills: Customer relationship managers require excellent speaking, listening, and writing skills to interact well with customers and the organization’s employees and vendors.
  • Customer service skills: They can benefit from being calm, empathetic, and patient and knowing how to respond to customer suggestions and complaints and resolve their problems promptly to ensure customer satisfaction.
  • Collaboration skills: To be effective in building customer relationships and expanding the customer base, customer relationship managers may collaborate with the organization’s senior executive, other managers, salespeople, and other employees.
  • Presentation skills: To discuss customer relationship strategies with the organization’s senior management and other personnel, the customer relationship managers may make informative presentations outlining their plans in detail.
  • Problem-solving skills: When customers have issues with the organization’s products and services, customer relationship managers can identify the problems and devise proper resolutions.
  • Negotiation skills: By being a good negotiator, a customer relationship manager can explain the benefits of the organization’s products and services and persuade current and new customers to purchase them.
  • Time management skills: Prompt responses to customer queries and the timely implementation of customer service strategies. These are key to building lasting relationships and ensuring long-term customer satisfaction.
  • Computer skills: Customer relationship managers regularly use computers, the Internet, and customer relationship management software to build, document, and maintain customer relationships.
  • Product and service knowledge: Up-to-date knowledge of an organization’s products, services, upgrades, and issues can help the customer relationship manager to keep customers informed and make sales.

For B2B jobs, customer relationship is very critical to succeed and grow.

What educational qualifications should a Customer Relations Manager have?

Many employers may require a customer relationship manager to have at the minimum a four-year bachelor’s degree in business administration, economics, marketing, public relations, or management. Additionally, after selecting candidates, the employers may conduct on-the-job training to better inform them about the company products, customer service, and operations management. They may also offer training for improving communication and interpersonal skills.

How to become a Customer Relationship Manager?

You can become a customer relationship manager by following these steps:

1. Clear 10+2 School

It is essential to pass the 10+2 Higher Secondary Certificate (HSC) examination from a recognized board. You can choose the arts, commerce, or science stream with mathematics as a selected subject. It may help to score more than 55% marks since college admissions can be competitive.

2. Pass college entrance exams

Passing various college entrance exams is a necessary step for gaining admission to graduate and postgraduate college programs. Some of the competitive exams you can take are:

  1. Symbiosis Entrance Test (SET)
  2. Christ University Entrance Test (CUET)
  3. Delhi University Joint Admission Test (DU JAT),
  4.  Integrated Programme in Management Aptitude Test (IPMAT)
  5. Bharati Vidyapeeth Undergraduate Management Aptitude Test (BUMAT)
  6. All India Management Association Under Graduate Aptitude Test (AIMA UGAT)
  7. Common Admission Test (CAT)
  8. Common Management Admission Test (CMAT)
  9. Management Aptitude Test (MAT)

3. Get an advanced degree

A one-month/one-year certificate, a one-year diploma, or a four-year bachelor’s degree is necessary for getting an entry-level position in customer relationship management. You may require a two-year master’s degree to advance to a senior role. While a degree in any stream can help you start in this career, the college graduate and post grad programs that are most beneficial for becoming a customer relationship manager are:

  1. Certificate in customer relationship management
  2. Advance diploma in customer relationship management
  3. Bachelor of business administration (BBA)
  4. Master of business administration (MBA)

4. Acquire work experience

An internship or part-time work experience in the customer service industry may help your career prospects. Prospective employers may shortlist your resume if you have worked in jobs that required plenty of customer interactions. These can include the following:
receptionist, cashier, barista, customer service executive, social media specialist, customer support specialist, sales representative, administration assistant

5. Send job applications

You can find customer relationship manager roles on online job sites like Indeed, company websites, professional networking sites, and social media. Customize your cover letter and resume to match the customer relations manager’s job description. If your application highlights your ability to take on customer relationship management responsibilities, prospective employers are more likely to invite you for an interview. Prepare well for the interview by practicing answers to frequently asked interview questions.

What is the salary of a Customer Relations Manager?

The national average salary of a customer relationship manager is ₹20,843 per month. The actual pay scale may vary by employer, location, educational qualifications, skills, and experience. Customer relationship managers may earn higher salaries if they have extensive work experience and proven relationship-building capabilities.

At a Junior Level, many Retailers in the Gems and Jewellery Industry, hire Customer Relationship Executives (CRE).  The role of the Customer Relationship Executive is to know the customer’s needs. You must have the knowledge of tackling the problems.

Handling queries of his customers and solve the same when they were shopping for the products at the Store. In the E-Commerce world, many CREs are involved in handling the customer queries through Live Chat or Emails or Phone Calls and give the better shopping experience to the customers.


In conclusion, the role of a Customer Relationship Manager is crucial in building and maintaining strong relationships with customers. They act as a bridge between the company and its customers. It is  ensuring their needs are met and their concerns are addressed. By focusing on customer satisfaction and loyalty, a Customer Relationship Manager plays a vital part in driving business growth and success. They do this through effective communication, problem-solving, and personalized interactions. They are enhancing the overall customer experience and contribute to the long-term success of the organization.

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