The biggest relationship for any business or organisation is arguably that which it has with its customers. A customer relationship management consultant or CRM consultant, oversees and advises on specific tools that can enable your organisation to effectively manage customer information.
A suitable CRM system can be the secret to your business success. So, what is the role of a CRM consultant and what skills do they need?
Understanding the Role of a CRM Consultant
The main purpose of customer relationship management systems is to improve information management in customer and client relations, in order for the organisation to accomplish its goals more quickly and satisfy your customers.
The role of a CRM consultant in relation to this, is to guide the business or organisation through the following:
- Timely analysis of current CRM systems if any, identifying all strengths and weaknesses.
- Evaluating specific CRM needs that align with the organisation’s goals and interactions with its customers.
- Identifying and selecting specific CRM tools and systems that apply to the organisation’s context.
- Coming up with a CRM strategy proposal to be considered by the management, employees, and customers or client representatives for adoption.
- Addressing, clarifying, and advising on any issues, suggestions, or concerns raised in relation to the CRM strategy proposal.
- Overseeing the implementation of the new CRM strategy as approved by the stakeholders. This may involve the implementation of a new CRM system or tool from scratch.
- Testing the system and troubleshooting any problems and concerns that arise at the implementation stage, both on the business side and on the customers’ end.
- Training all necessary employees and staff on the effective use of the CRM system, and if necessary developing training and informational material for customers and clients on the CRM system.
- Monitoring the use and performance of the CRM system once fully deployed, and offering ongoing capacity building and support to all the people using it.
Key Skills of a CRM Consultant
A good CRM consultant will have a strong combination of analytical, technical, and communication skills to be able to successfully perform the roles discussed above. According to Glassdoor, CRM consultants are in many instances required to have the equivalent of a Graduate or Bachelor’s degree in the following fields:
- Information systems.
- Software engineering.
- Computer science.
- Business.
Generally, programs like these equip CRM consultants with the skills necessary to implement popular CRM softwares like Salesforce and HubSpot in organisations of different types and sizes; after careful analysis of needs and formulation of strategy.
In particular, a CRM consultant needs to have a strong set of the skills stated above for the following reasons:
Analytical Skills
Business goals are usually set with a specific time frame in mind. As a result, your customer serving organisation may constantly be racing against time, seeking to accomplish certain set objectives.
A huge part of CRM consultant work is analysing data collected from customers and measuring them against set goals and objectives to produce business insight.
A CRM consultant requires both quantitative and qualitative analysis skills in order to be able to:
- Accurately assess existing customer information systems.
- Interpret collected or existing data.
- Quickly design or identify new CRM systems for data management within the organisation.
- Recognize patterns versus needs.
- Come up with accurate recommendations, informed by accurate data analysis.
Technical Expertise
CRM consultants are required to simplify, design, implement, and work with as well as train other users on technical CRM software and tools like Pipedrive. Therefore, a good consultant must have strong technical proficiency in all fundamental customer relationship management applications.
This may include but should not be limited to:
- Basic knowledge of database management languages and tools such as SQL.
- Knowledge of scripting languages used in software customisation.
- Knowledge of common third-party tools usually integrated with CRM software.
- Advanced computer and related technology literacy.
Communication Skills
Communication is an important aspect of customer-client relationships. A CRM consultant must possess and utilise strong communication skills from the beginning to the end of any professional engagement.
A customer relationship management consultant’s communication skills are important when:
- Working with other stakeholders to audit existing CRM systems and tools.
- Formulating a CRM strategy and sharing the proposals with relevant partners.
- Receiving and giving feedback with stakeholders during implementation of the CRM system.
- Conducting user training sessions.
- Monitoring and sharing findings and recommendations with stakeholders.
Conclusion
One of the most important relationships in a business or organisation is the one it maintains with its customers or clients. The role of a customer relationship management consultant in such businesses and organisations is very crucial.
A good CRM consultant will have a combination of the necessary technical, analytical, and communication skills to oversee a suitable CRM system and contribute to the business or organisation’s success.
Have you worked with a CRM consultant before? If so, what benefit did they bring to your organisation’s relationship with your customers and business goals?