Individual Assignment: Question Two

According to the topic, the customer relationship manager (CRM) is main to:

 CRM strategies : Drive brand CRM objectives, strategies and programs that apply to all brand direct consumer communication activities, including brand’s co-op efforts with retailers (based on the overall brand regional CRM strategies)

 Develop the Consumer Database : Oversee and manage all consumer focused efforts including development of consumer database, work with regional analytics team on analyzing the database and use consumer intelligence for better consumer marketing programs, better resources allocation and better consumer services.

 Data analysis: Work with local affiliates and regional teams to ensure most efficient capture and integration of online / offline consumer information. Oversee data analysis for all online and offline programs

 Program Planning: Work closely with regional CRM Director and analytics team to understand key drivers of consumer lifecycle (acquisition, retention, reactivation…etc) and consumer behavior, analyze program effectiveness and utilize learning to improve future program planning process.

 Monitor Programs: Monitor key CRM performance metrics (capture rate, 1-time purchase rate, and retention rate), response analysis for multi-channel consumer marketing programs.

 Develop and execute contact strategy: Lead the respective affiliates to develop and execute consumer contact strategy (through execution of consumer calendar) to achieve key CRM performance metrics, review and analyze key learning

 Lead the respective affiliates marketing teams: to integrate product marketing activities with consumer lifecycle programs as an integrated consumer calendar.

 Manage service provider : to run programs that delivers the brand CRM strategies and execution of the consumer calendar

 Help aid in decision making: to develop and employ new customer research / survey methods to enable brands to obtain key data to aid in decision making.

   Based on the answer, is all showing the CRM strategies are very useful to the entire development into to the company, for example: Data analysis, Program Planning, Monitor Programs……. these responsibilities involve in-depth or hands-on knowledge of information technology.