Client relationship managers play an important role in a professional services firm. They’re the people who are charged with protecting and growing a firm’s most valuable clients.
So why have so few firms defined the role of a client relationship manager?
Without a documented CRM position description, firms are setting their relationship managers up for failure.
How can someone be expected to perform an undefined role?
A CRM position description is also a prompt for firms to think about the credentials, skills and experience that are necessary or desirable to perform the role of client relationship manager. They’re unlikely to recognise the best CRM candidate unless they know what the ideal candidate looks like.
Ask for defined intervention
To position your key account program for success, create a CRM position description that addresses:
- What’s the purpose of the role?
- What are the primary duties of the role?
- To whom does it report?
- What experience is required?
- What credentials are desirable?
- What soft skills are necessary?
- What training and resources will be provided?
Once that is in place, you can move on to establishing Key Performance Indicators which address each of the five dimensions of client relationship management.