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Customer Relationship Management

Analyzing, coordinating, and supporting integrated sales, marketing, and customer support functions, internal audit, internal controls, risk management, regulatory compliance, and reporting.
Level 1. Demonstrates introductory understanding, directing people to the appropriate source for further information.

BEHAVIORS

  • Uses formal and informal channels and networks for acquiring information, assistance, and accomplishing work goals.
  • Uses CRM technology to capture customer feedback.
  • Participates in CRM implementations and enhancements.
  • Tests and validates new or modified CRM technologies.
  • Discusses specific, existing opportunities and challenges that CRM is intended to address.

QUESTIONS

  • Give me an example of a situation where you had to use CRM technology to extract information about a customer.

Probing Questions

* What was the specific situation?

* Which technology did you use? Why?

* How did you pull out the information?

* How did you decide what information was important?

  • Describe the process you use to cleanse and validate customer data before it is input into the CRM system.

Probing Questions

* What was the specific situation?

* Which approach did you use? Why?

* How did you do it?

* What was the outcome?

Level 2. Applies the competency in common situations that present limited difficulties, working with a moderate level of guidance.

BEHAVIORS

  • Analyzes trends based on predictions of customer preferences.
  • Participates in the development of sales forecasts based on known customer preferences and behaviors.
  • Develops and implements customer satisfaction studies.
  • Evaluates costs and benefits of various data gathering methods and analytical tools.
  • Manages data mining projects that provide information about customer preferences.
  • Advises others on determining the most effective sales channels based on customer purchasing behaviors.

QUESTIONS

  • Tell me what metrics you have used to measure customer satisfaction on recent projects.

Probing Questions

* How do you define customer satisfaction?

* Why is it important?

* Why did you choose those metrics?

* How did you validate the approach?

  • Describe a situation where you used CRM tools to recommend a sales channel based on customer preferences.

Probing Questions

* What drivers did you use?

* What tools did you use?

* How did the recommendation play out?

* What did you learn from in the process?

Level 3. Applies the competency in the full range of typical situations, requiring guidance in only the most complex or new situations.

BEHAVIORS

  • Addresses the unidentified, underlying and long-term customer needs and concerns.
  • Recommends improvements to customer service delivery systems and processes.
  • Gathers intelligence related to the wants and needs of current and targeted customers.
  • Provides support and counsel to business functions who are incorporating customer experience strategies into CRM business processes.
  • Educates internal staff on customer experience concepts, value proposition, and processes.

QUESTIONS

  • Discuss an experience where you explained complicated technical terms to individuals without the same knowledge.

Probing Questions

* Why did you have to do that?

* How did you do it?

* Who benefited from that?

* What was the impact on your project?

  • Describe a situation in which you uncovered and addressed a customer’s long-term needs.

Probing Questions

* Why did you have to do it?

* How did you uncover the needs?

* How did you address the needs?

* Was the customer happy?

Level 4. Applies the competency in new or complex situations and advises others.

BEHAVIORS

  • Establishes an organization's CRM strategies, goals and benchmarks.
  • Reviews existing CRM implementation and identify opportunities for improvement.
  • Presents the business case for CRM solution acquisition or enhancement.
  • Compares and contrasts an organization's CRM approach versus those of industry competitors.
  • Discusses industry and marketplace trends and directions and cites relevant case studies

QUESTIONS

  • Give me an example of when you have been required to explain a complex idea/concept to a client.

Probing Questions

* Why did you need to explain it?

* How did you prepare?

* What response did you get?

* What lessons did you learn?

  • Describe a situation where you developed and presented the business case for CRM solution acquisition or enhancement.

Probing Questions

* Who was the internal customer?

* What elements of the business case did you include in the presentation?

* How was it accepted?

* Did it make a difference and how?

Level 5. Develops new approaches and methods in the area. Is recognized as an expert within the organization.

BEHAVIORS

  • Establishes a consistent CRM focus across the organization by working with senior executives and managers and championing CRM initiatives.
  • Creates or enhances CRM policies and monitors adherence to them.
  • Evaluates business processes of all business units that either directly or indirectly touch the customer.
  • Integrates diverse organizational CRM-related activities into a cohesive whole CRM program that meets customer value strategies.

QUESTIONS

  • Discuss your role in establishing an organization's CRM strategies, goals, and benchmarks.

Probing Questions

* Describe the situation and your role.

* What approach did you take to solve it?

* How did it impact the organization?

* Who did you present/talk to about this?

  • Describe your strategy in comparing and contrasting the organization's CRM approach versus those of industry competitors.

Probing Questions

* Why was that important?

* How did you handle it?

* How did you obtain the information?

* What were the implications?