What is the role of a client relationship manager?

A client relationship manager (CRM) plays a critical role in managing the relationship between a company and its clients. The primary responsibility of a CRM is to act as the main point of contact between the client and the company. They work to build strong relationships with clients, understand their needs, and ensure client satisfaction.

What are the day-to-day responsibilities of a client relationship manager?

The day-to-day responsibilities of a CRM can include:

Being the main point of contact for clients – this means responding to client inquiries and requests in a timely manner

Managing client accounts – keeping client information up-to-date and resolving any issues
Coordinating with other departments to meet client needs – working with operations, sales, and account management teams
Preparing and presenting regular reports to clients on account performance, upcoming promotions and events

Identifying new business opportunities and upsell opportunities with existing clients
Addressing client feedback and complaints – take action to resolve issues and improve satisfaction
Planning and organizing in-person meetings, events, and trainings for clients

Collaborating with marketing on targeted outreach to retain and grow client relationships

Essentially, CRMs act as the voice of the client within the company. They work cross-functionally to make sure clients are happy with the company’s products or services.

What skills are required to be a successful client relationship manager?

Top skills and qualifications for an effective CRM include:

Communication skills – Excellent verbal and written communication is crucial. They must be able to communicate clearly with clients to understand needs.
Interpersonal skills – CRMs should have strong interpersonal skills to build rapport with clients and collaborate with internal teams.
Organizational skills – They need to be organized to effectively manage multiple client accounts and responsibilities.

Problem-solving – Strong analytical and problem-solving skills help address client issues that arise.
CRM platforms – Experience with CRM software like Salesforce is important to manage accounts.
Presentation skills – CRMs often have to develop and deliver presentations to clients.

Market knowledge – An understanding of the client’s industry and market is helpful to provide relevant insights.

What are the typical education and experience requirements for a CRM role?

While specific requirements can vary by company, here are typical education and experience for a CRM position:

Bachelor’s degree in business administration, marketing, communications, or a related field

2+ years of experience in an account management, customer success, or client service role
Experience managing and coordinating with cross-functional teams
Proven success managing and growing client relationships

CRM software experience (e.g. Salesforce)
Experience in the client’s industry a plus

Some companies may accept equivalent work experience in lieu of a bachelor’s degree for CRM roles. Knowledge of the company’s products/services and specific CRM software are also key areas of experience.

What are some examples of metrics used to measure CRM performance?

There are several key metrics used by companies to measure and track the performance of CRMs. Common metrics include:

Metric	Description
Client retention rate	Percentage of existing clients retained over a period
Client lifetime value	Total revenue generated from a client throughout the relationship
Client satisfaction score	Survey or NPS scores measuring client satisfaction
Upsell revenue	Revenue from increasing existing client spend
Average client spend	Total client spend divided by number of clients
Client support requests	Volume of support tickets/calls from clients

By tracking these CRM metrics over time, companies can gain visibility into client relationships and identify areas for improvement.

What are some best practices for client relationship management?

Here are some top best practices for succeeding as a CRM:

Build rapport and trust – Take time to get to know clients as individuals and establish a solid working relationship.
Listen actively – Don’t just wait for your turn to speak. Focus on understanding client needs.
Set clear expectations – Align on roles, responsibilities, and timelines for deliverables.

Customize your approach – Understand how each client prefers to communicate and do business.
Deliver value – Look for ways to consistently add value for clients in interactions.
Follow-up – Always follow through on commitments you make to clients.

Measure results – Track CRM metrics to identify what’s working and what’s not.
Collaborate internally – Work cross-functionally to surpass client expectations.
Continuously improve – Solicit client feedback and adjust your approach accordingly.

What types of companies hire client relationship managers?

Many types of companies across various industries employ CRMs, including:

Technology – Software, SaaS, IT services
Financial services – Banks, asset management firms, insurers

Professional services – Consulting, marketing agencies, law firms
Healthcare – Hospitals, health systems, clinics, medical device companies
Manufacturing – Industrial manufacturers, automotive, aerospace

Consumer goods – Retailers, distributors, consumer packaged goods companies
Non-profits – Charities, foundations, associations
Higher education – Colleges and universities

Any company that sells products or provides services to business clients utilizes CRMs to manage those relationships.

What is the career path for a client relationship manager?

There are several progression opportunities on the career path for a CRM. Possible career steps include:

Client Service Representative – Entry-level, handles basic client inquiries and support

Client Relationship Manager – Manages portfolio of client accounts and relationships
Senior/Key Account Manager – Leads strategic relationships with largest clients
Client Success Manager – Focuses solely on driving renewals and client retention

Account Director – Takes on leadership role overseeing a team of CRMs
Head of Customer Success – Leads the customer success/account management function

With several years of experience, CRMs may also move into sales leadership, marketing, or general management roles. Strong CRM skills are highly transferable across many functions.

What are the main challenges for a client relationship manager?

Common challenges faced by client relationship managers include:

Time management – Juggling multiple clients and priorities
Unhappy clients – Managing frustrated clients and resolving issues

Lack of authority – Relying on other departments to fulfill client needs
Tedious work – Admin heavy workload, lots of time spent on data entry
Managing expectations – Setting realistic expectations with demanding clients

Communication gaps – Messages get lost with account changes
Plateauing relationships – Struggling to grow/expand existing client spend
Proving value – Demonstrating ROI of the CRM role itself

Reporting – Pulling together data to create reports for stakeholders

Being organized, proactive in communication, and collaborating cross-functionally can help overcome these challenges.

What are the main benefits of being a client relationship manager?

Top benefits of the CRM role include:

Client Interaction – Get to engage directly with clients and learn their businesses
Internal Collaboration – Work cross-functionally with sales, marketing, product teams
Autonomy – Manage your own book of business with oversight, not micromanagement

Income Potential – Commission opportunities in addition to base salary
Career Development – Gain experience across many business functions
Continuous Learning – Constant exposure to different industries and client business models

Problem Solving – Enjoy figuring out solutions to help clients succeed
Relationship Building – Develop strong professional relationships over time
Continuous Improvement – Identify ways to enhance the client experience

For those who enjoy working with clients and collaborating across an organization, a CRM role offers many rewards.

What are some examples of client relationship manager job descriptions?

Here are two examples of real-world CRM job descriptions:

Client Relationship Manager – Tech Company

The client relationship manager will serve as the primary contact for assigned clients for an industry-leading SaaS company. Responsibilities include:

Own and manage client portfolio and relationships day-to-day
Meet with clients quarterly to strengthen relationships
Work with account management and product teams to identify expansion opportunities

Develop and execute quarterly business reviews to discuss renewals and growth
Collaborate with marketing on targeted campaigns for retention and upsell
Track renewal metrics and forecasting for book of business

Uncover client pain points and communicate to appropriate functions
Serve as client advocate to ensure successful implementation and usage

Requirements:

3+ years managing SaaS client relationships
Experience with CRM tools like Salesforce
Exceptional relationship building and communication skills

Experience managing churn and retention efforts
Consultative approach to identifying client needs
Excellent presentation and service ethic

Client Relationship Manager – Consulting Firm

Serve as the lead point of contact for key client accounts for a fast-growing management consulting firm. Day-to-day responsibilities include:

Own engagement delivery and manage client expectations for strategic projects
Drive discussions with clients to surface expansion opportunities

Coordinate with consulting teams internally on client initiatives
Anticipate clients needs and proactively offer firm capabilities and services
Develop long-term relationships with client executives

Plan and execute quarterly account review meetings
Act as consultant and advisor to clients on industry trends
Represent consulting teams in sales pursuits for existing accounts