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Job description

Responsible for analysing and maintaining the company's CRM system. This includes collecting and analysing customer data, identifying trends and patterns, ensuring data integrity and making recommendations for improving the effectiveness of the company's CRM strategy.

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Career overview

The specific responsibilities of a CRM Analyst can vary depending on the organisation:

  • Configuring and maintaining the CRM system, including adding new users, troubleshooting issues, and implementing updates and upgrades.
  • Providing training and support to other employees on how to use the CRM system.
  • Developing reports and dashboards to provide insights on customer behaviour and engagement.
  • Collaborating with other teams, such as sales, marketing, and customer service, to ensure that the CRM system is being used effectively and to identify areas for improvement.
  • Identifying opportunities for upselling and cross-selling based on customer data and interactions.
  • Helping to implement new sales and marketing campaigns by developing segmented lists of target customers and tracking their engagement.
  • Review and analyse the performance of digital and email programmes
  • Develop advanced optimisation plans for the automated email programmes
  • Support with the development of the new email programmes (journey planning, messaging, email briefs).

In some companies, the role of CRM analyst may be part of the larger role of Data analyst or Business analyst depending on the size of the organisation.

Key skills and personal attributes
  • Experience with CRM software and databases. This includes both an understanding of how CRM systems work and the ability to use tools like SQL to extract data from them.
  • Familiarity with data visualisation tools such as Tableau or Power BI. This allows the CRM analyst to present their findings in an easy-to-understand way.
  • Knowledge of Excel or other spreadsheet software. This is a key tool for analysing data, and a CRM analyst should be comfortable with it.
  • Analytical skills are also important for a CRM analyst, including:
  • The ability to take large amounts of data and distill it into actionable insights.
  • Strong problem-solving skills, in order to identify issues and develop solutions.
  • The ability to think critically, in order to question assumptions and come to unbiased conclusion.

In addition to technical and analytical skills, a CRM analyst should also have strong interpersonal and communication skills, including:

  • The ability to communicate complex data and insights to non-technical stakeholders.
  • Strong project management skills, in order to coordinate with cross-functional teams.
  • The ability to listen to customers and understand their needs in order to develop relevant solution.

A CRM analyst should also have a customer-focused mindset, and be able to empathise with customers to understand their needs and frustrations. This can be an important trait to have when it comes to interpreting data and recommending solutions.

Overall, a CRM analyst should be a curious, detail-oriented, and results-driven individual who is comfortable working with data and able to communicate insights to others.

Relevant marketing qualifications

There are a variety of skills, experience and qualifications that can help you get a job as a CRM Analyst:

  1. Many CRM analysts have a degree in a field such as computer science, business, marketing, or information technology. However, companies may also consider candidates with degrees in other fields if they have relevant experience.
  2. Strong analytical and technical skills are essential for a CRM analyst, along with a familiarity with CRM software and databases and the ability to use data analysis tools such as Excel and SQL.
  3. Business skills: A CRM analyst must have a good understanding of business operations and be able to communicate effectively with different departments and stakeholders. They should be able to translate data and insights into actionable recommendations for the company.
  4. Marketing skills: A CRM Analyst should have some understanding of digital marketing tools, as well as strategies for customer retention and growth.
  5. Project management: Analysts should be able to manage projects, handle multiple tasks and priorities, and work well in a team environment.
  6. Strong communication: A CRM Analyst should have the ability to communicate with different stakeholders, clients, internal team and have the ability to make presentations.
  7. Industry experience: Some companies prefer candidates with experience in their specific industry.

It's worth noting that not all companies will require all of these qualifications, and the specific qualifications required may vary depending on the company and the level of the role. However, having a combination will make you a more competitive candidate.

Career path

A career as a CRM analyst can be an exciting and rewarding field, as it involves using data and analysis to help companies improve their customer interactions and increase customer satisfaction and loyalty.

The CRM analyst is typically the entry role into customer relationship management. The natural onward career journey would be to Senior CRM Analyst, CRM Manager and Head of CRM. Beyond CRM, Head of Marketing, Head of Customer Experience, Head of Digital Marketing, Marketing Consultant, Marketing Director and Chief Marketing Officer are all avenues of possible progression.

A typical career path for a CRM analyst may begin with a role as a junior or entry-level analyst. In this role, you would likely be responsible for collecting and analyzing data, creating reports, and helping to develop and implement CRM strategies. As you gain experience and demonstrate your skills and abilities, you may be promoted to a more senior role, such as a senior CRM analyst or a manager of CRM analytics.

In a senior role, you would likely be responsible for leading a team of analysts and working closely with other departments, such as marketing, sales, and product development, to help drive the company's overall CRM strategy. You may also be involved in managing data and reporting systems and identifying opportunities for process improvements.

Some CRM analysts may also choose to pursue a career in consulting or management, where they would use their expertise in customer data and analysis to help other companies improve their CRM strategies.

Continual learning is key for this field since the field is always evolving with new technology and trends, you will need to keep yourself updated with the new techniques and technologies.

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