A customer relationship manager is a professional who builds and maintains strong, long-term and beneficial relationships with an organisation's customers. By providing a positive post-sale experience to customers, the customer relationship manager helps build trust in the organisation and ensures they continue to patronise the brand and bring more revenue. To do this effectively, the role of a customer relationship manager involves understanding and fulfilling the wants and needs of the target customers. The customer relationship manager also grows the organisation's customer base by identifying the right opportunities to draw new clients.

The principal customer relationship manager role is to build trusting relationships with the key customers of an organisation. For this, they take the time to understand customer needs and find constructive solutions to meet these. In large organisations with many customers, customer relationship managers may use customer relationship management software to organise and supervise teams to implement strategic plans for building profitable customer relationships.

Manage customer communications

Another essential role of a customer relationship manager is to act as their organisation's representative and keep their key customers well-informed about their business news, service features and product developments. They may communicate with customers through various channels like corporate letters, emails, newsletters, phone messages, social media posts, video posts, forum posts, podcasts, articles and blogs. By marketing existing and new products directly to the customers, the customer relationship manager can increase product sales and bring more revenue for the organisation.
Resolve customer issues

Customer relationship managers monitor letters, emails, messages, social media posts and online reviews from customers for any issues they might have with the organisation and its products or services. When they find customers with problems, they attempt to resolve their concerns as quickly as possible. Such prompt and helpful responses can make a positive impression on new customers, and they are then more likely to convert to loyal buyers. They may write positive reviews about the organisation and its products and make word-of-mouth recommendations to family, friends and acquaintances. That can fetch more business for the organisation.