Job Description - CRM

Job Title: Customer Relationship Manager

Job Holders Name: XYZ

Department: Sales

Position Type: Full-time

Reporting To: Dealer Principal, Head Sales, Head Service

Reporting Staff: CRE-Sales, Service Marketing Executive, CRE- Workshop

Responsible on absence (Deputy): CEO

Job Description:

The Customer Relationship manager is the owner for delivering the envisaged RE experience to the customer. He is the custodian of the RECODE program at the dealer. He is the primary owner of the complaints and the feedback process at a Royal Enfield setup. He will be in charge of ensuring adherence to the infrastructure and upkeep norms as set by Royal Enfield

1. Primary Responsibilities:

a) Customer Relationship Management

1. Conduct annual planning and budgeting for the customer relations department (both Sales and Service) in alignment with Royal Enfield India goals and the dealership senior management ensuring complete process adherence laid down by Royal Enfield India.

2. Define customer relationship programs and key initiatives for Sales and Service divisions in association with the dealership senior management to achieve customer satisfaction index at the dealership

3. Track and monitor customer relations initiatives and provide guidance and course corrections to ensure high effectiveness of the CR programs and initiatives

4. As a key owner for all the customer relation processes, ensure seamless integration of customer interactions and information flow across all customer touch points

5. Conduct internal meetings with the customer relations team and senior Sales,Service and Marketing team to create action plans, allocate responsibilities and set internal deadlines for driving key CR initiatives

6. Analyze customer satisfaction levels and define customer specific plans to ensure delight for all current and prospective customers

7. Provide quality feedback and update to the dealership management and the sales team on the overall quality of customer interactions and highlight issues if any

8. Maintain and monitor Sales and Service divisions customer relations department KPIs (including CSI) for business analysis

9. Monitor and own all customer satisfaction process in sales and service, and ensure high performance for the dealership on all customer satisfaction scores

10. Conduct regular reviews of CSI with the Sales and Service senior management and highlight areas of concern and define an overall action plan

11. Monitor the implementation and effectiveness of planned customer specific initiatives

12. Independently engage with customers to take feedback and drive process improvement especially those with low CSI scores

13. Consolidate best practices across the industries around customer delight and drive new and innovative initiatives

b) Complaint management

a. Resolving Customer complaints timely and effectively and taking steps to ensure such complaints are avoided in future

b. Track implementation of corrective action and take action in case of non-conformance

c. Closing all the customer complaints in CRMDMS after appropriate resolution

d. Meeting customer in field for resolution of complaints

c) Feedback collection

a. Planning daily, weekly and monthly customer contact process to be followed by the CRM team for feedback

b. Diagnose the root cause for the customer complaints and determine accountability

c. Discuss customer feedback (positive and negative) in daily sales meeting

d. Action plan the issue with the concerned team and fix time for resolution

d) Lost Case Analysis

a. Prepare an analysis of the lost cases [enquiries, test ride, booking] by reason

b. Create an action plan in discussion with the sales and delivery teams and CRE for improvement

c. Implement the action plan initiatives after sign off from the ASM

e) Generate Service Appointments

a. Monitor the service marketing executives, set monthly and daily calling and appointment generation targets

b. Ensure a healthy flow of fresh service appointments for the workshop

c. Coach service marketing executives on effective marketing techniques

d. Design and lead initiatives to bring back lost service customers

f) Adherence to norms

a. Ownership of the RECODE process implementation and adherence to store and workshop norms

b. Regular audit of above with the CRE store and workshop

c. Calculate, track and monitor the KPI of each member of organization and assist HR manager in deciding compensation, appraisals and incentives

d. Ensure Store and workshop upkeep as per norms

2. Recruitment profile:

a. Educational Qualifications: MBA

b. Industry: Auto [4 wheeler preferred], Hospitality, Finance/ Insurance, Retail, Communications

c. Minimum experience: 6 years, at least 1 year in Auto Workshop and 1 year in customer facing role, Managerial experience of 1 year, Minimum 2 years in auto

d. Profile: extensive experience in managing and leading a team, strong focus on customer experience management, adherence to processes and norms

e. Passions/ Interests: Passionate about Royal Enfield and motorcycling, owns/ rides one himself, interested in travelling and exploring

f. Competencies/ Skills/ Knowledge:

i. Customer Orientation and Relationship Management

ii. Problem Solving and Decision Making

iii. Objection Handling

iv. Technical knowledge of Automobile

v. Result Orientation

vi. People Management

vii. Initiative

Shekhar
Ph 080-50626011

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