Customer Relationship Manager:

Brief Job Description

A Customer Relationship Manager is responsible for assisting in sales support and expansion through customer satisfaction, activities such as enhancing customer experience at the dealership showroom, recording their effectiveness and supervising the overall implementation are also part of the job role.

Personal Attributes

This job requires individuals to work as a part of a team. The individual should have good understanding of the vehicles, technical details about the vehicles, service schedules and process flow. Knowledge about statutory compliance and local market procedures, local customer preferences, geographic nuances and sales peculiarities is also required. The individual should depict customer centricity in daily behaviour and should be able to talk and convince customers.

Plan and organise work to meet expected outcomes:

Elements and Performance Criteria

Work requirements including various activities within the given time and set quality standards

To be competent, the user/individual on the job must be able to:

PC1.                 keep immediate work area clean and tidy

PC2.                 treat confidential information as per the organisations guidelines

PC3.                 work in line with organisations policies and procedures

PC4.                 work within the limits of job role

PC5.                 obtain guidance from appropriate people, where necessary

PC6.                 ensure work meets the agreed requirements

Appropriate use of resources

To be competent, the user/individual on the job must be able to:

PC7.                 establish and agree on work requirements with appropriate people

PC8.                 manage time, materials and cost effectively

PC9.                 use resources in a responsible manner

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1.     the organisations policies, procedures and priorities for area of work, role and responsibilities in carrying out that work

KU2.     the limits of responsibilities and when to involve others

KU3.     specific work requirements and who these must be agreed with

KU4.     the importance of having a tidy work area and how to do this

KU5.     how to prioritize workload according to urgency and importance and the benefits of this

KU6.     the organisations policies and procedures for dealing with confidential information and the importance of complying with these

KU7.     the purpose of keeping others updated with the progress of work

KU8.     who to obtain guidance from and the typical circumstances when this may be required

KU9.     the purpose and value of being flexible and adapting work plans

KU10. how to complete tasks accurately by following standard procedures

KU11. technical resources needed for work and how to obtain and use these

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.     write in at least one language

GS2.     read instructions, guidelines/procedures

GS3.     ask for clarification and advice from appropriate persons

GS4.     communicate orally with colleagues

GS5.     make a decision on a suitable course of action appropriate for accurately completing the task within resources

GS6.     agree objectives and work requirements

GS7.     plan and organise work to achieve targets and deadlines

GS8.     deliver consistent and reliable service to customers

GS9.     check own work and ensure it meets customer requirements

GS10. anomalies to the concerned persons

GS11. analyse problems and identify work-arounds taking help from

GS12. apply own judgement to identify solutions in different situations

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Work effectively in a team:

Elements and Performance Criteria

Effective communication

To be competent, the user/individual on the job must be able to:

PC1.    maintain clear communication with colleagues

PC2.    work with colleagues

PC3.    pass on information to colleagues in line with organisational requirements

PC4.. work in ways that show respect for colleagues

PC5.    carry out commitments made to colleagues

PC6.    let colleagues know in good time if cannot carry out commitments, explaining the reasons

PC7.            identify problems in working with colleagues and take the initiative to solve these problems

PC8.    follow the organisations policies and procedures for working with colleagues

PC9.    ability to share resources with other members as per priority of tasks

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1. the organisations policies and procedures for working withcolleagues, role and responsibilities in relation to this

KU2. the importance of effective communication and establishing goodworking relationships with colleagues

KU3. different methods of communication and the circumstances inwhich it is appropriate to use these

KU4. benefits of developing productive working relationships withcolleagues

KU5. the importance of creating an environment of trust and mutualrespect

KU6. whether not meeting commitments, will have implications onindividuals and the organisation

KU7. different types of information that colleagues might need and theimportance of providing this information when it is required

KU8. the importance of problems, from colleagues perspective andhow to provide support, where necessary, to resolve these

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.     complete well written work with attention to detail

GS2.     read instructions, guidelines/procedures

GS3.     listen effectively and orally communicate information

GS4.             make decisions on a suitable course of action or response

GS5.             plan and organise work to achieve targets and deadlines

GS6.             check that the work meets customer requirements

GS7.     deliver consistent and reliable service to customers

GS8.             apply problem solving approaches in different situations

GS9.             apply balanced judgements to different situations

GS10. apply good attention to detail

GS11. check that the work is complete and free from errors

GS12. get work checked by peers

GS13. work effectively in a team environment

Customer Relationship Manager

Maintain a healthy,safe and secure working environment:

Elements and Performance Criteria

Resources needed to maintain a safe, secure working environment

To be competent, the user/individual on the job must be able to:

PC1.    comply with organisations current health,safety and security policies and procedures

PC2. report any identified breaches in health,safety, and security policies and procedures to the designated person

PC3.. Coordinate with other resources at the workplace to achieve the healthy, safe and secure environment for all incorporating all government norms esp. for emergency situations like fires,earthquakes etc.

PC4.    identify and correct any hazards like illness, accidents, fires or any other natural calamity safely and within the limits of individuals authority

PC5.    report any hazards outside the individuals authority to the relevant person in line with organisational procedures and warn other people who may be affected

PC6.    follow organisations emergency procedures for accidents, fires or any other natural calamity

PC7.    identify and recommend opportunities for improving health,safety, and security to the designated person

PC8.    complete all health and safety records are updates and procedures well defined

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1.     legislative requirements and organisations procedures for health, safety and security and individuals role and responsibilities in relation to this

KU2.     what is meant by a hazard, including the different types of health and safety hazards that can be found in the workplace

KU3.     how and when to report hazards

KU4.     the limits of responsibility for dealing with hazards

KU5.     the organisations emergency procedures for different emergency situations and the importance of following these

KU6.     the importance of maintaining high standards of health, safety and security

KU7.     implications that any non-compliance with health, safety and security may have on individuals and the organisation

KU8.     different types of breaches in health, safety and security and how and when to report these

KU9.     evacuation procedures for workers and visitors

KU10. how to summon medical assistance and the emergency services,where necessary

KU11. how to use the health, safety and accident reporting procedures and the importance of these

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.     complete accurate, well written work with attention to detail

GS2.     read instructions, guidelines/procedures/rules

GS3.     listen and orally communicate information

GS4.     make decisions on a suitable course of action or response

GS5.     plan and organise work to achieve targets and deadlines

GS6.     build and maintain positive and effective relationships withcolleagues and customers

GS7.     apply problem solving approaches in different situations

GS8.     analyse data and activities

GS9.     apply balanced judgements to different situations

GS10. apply good attention to detail

GS11. check that the work is complete and free from errors

GS12. get work checked by peers

GS13. work effectively in a team environment

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Manage customer relationship and quality service:

Elements and Performance Criteria

Manage the total customer satisfaction with enriching & pleasant customer experience

To be competent, the user/individual on the job must be able to:

PC1. . analyse and comprehend all customer requirements and needs

PC2. . document complete customer requisites and assess them

PC3. . deliver and assist in delivering as per the noted requirements

PC4. . understand complete customer queries and complaints

PC5. . document all customer queries in the prescribed format of the organisation PC6. ensure least turnaround time for any customer query handling/redressal especially issues related to warranty claims and other performance related issues

PC6..    ensure least turnaround time for any customer query handling/redressal especially issues related to warranty claims and other performance related issues

PC7. . maximise customer satisfaction through pleasant and excellent customer experience within the organisations framework

PC8. . document feedbacks and reviews from the customers & implement within the framework of the organization

PC9. . maintain a healthy & professional relationship with the customers especially key accounts and influencers in the market

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1.     standard operating procedures within ones own organisation

KU2.     standard operating procedures for query and complaint reporting along with their redressal mechanism in the organisation

KU3.     framework and guidelines as prescribed by the organisation for query and complaint redressal

KU4.     customer Relationship Management (CRM) related framework provided by the organisation

KU5.     terms & conditions agreed between the respective auto component/ aggregate and the various OEMs/ OEM channel partners for supply, procurement of the various auto components/ aggregates

KU6.     documentation requirements for each procedure carried out as part of roles and responsibilities as per the organizational guidelines

KU7.     organisational and professional code of ethics and standards of practice

KU8.     safety and health policies and regulations for the workplace

KU9.     the technical specifications of various OEM vehicles and the different variant/ model of auto components/ aggregates used along with those of the competitor auto component manufacturer

KU10. detailed technical and performance specifications of the auto component for various OEM vehicles

KU11. how to collaborate with the organizational manufacturing engineering, product management teams along with the service team of the respective OEM vehicle and local channel partner service team

KU12. documentation requirements from the customers with respect to warranty claims and other performance related feedback on the for respective OEM vehicle

KU13. requirements of the customers and suggest delivery accordingly

KU14. software or format such as MS word, excel, PowerPoint and Management Information System (MIS)

KU15. software or format used to capture for Customer Relationship Management (CRM) within the organisation

KU16. how to capture customer voice/ feedback on the auto components/ aggregates for various OEM vehicles on price, performance, availability of spares, warranty & other service-related aspects etc.

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1. create documents required on the job (including database on key customers/ accounts and major retailers, response or feedback forms, customer-query sheets, response or feedback sheets etc.)

GS2. either write or get it done from subordinates, a detailed failure report analysis in case of a failed component/ aggregate escalating to the auto component manufacturer

GS3.   write in at least one language

GS4.    read feedback from customers on warranty and other performance related aspects

GS5.     read the specific requirements, queries that the customer may have on various auto components including any specific technical query

GS6.     read brochures and technical specifications of the vehicle provided by the OEM and channel partner (Dealership)

GS7.     read policies and regulations pertinent to the job

GS8.     interact with the customers for getting their requirements, queries and feedbacks

GS9.     interact with organisations internal stakeholders for efficient customer relationship management interact with team members to work efficiently

GS10. analyse information and evaluate results to choose the best solution and solve problems

GS11. analyse any potential issue that may affect the performance of the vehicle and convey it in a timely manner

GS12. plan work assigned on a daily basis

GS13. follow up regularly on potential complaints, issues raised by the customer

GS14. ensure that customer needs are assessed and satisfactory service is provided

GS15. ensure that performance of the auto component is up to the mark and any pending issues or complaints are resolved in a timely manner according to the terms & conditions mandated by either the OEM or the auto component manufacturer

GS16. analyse all the complaints, queries or issues raised by the customers to either the OEM channel partner/ auto component dealer/ retailer in the market

GS17. deliver and act as per the organisation provided/guided resolutions

GS18. liaise with all stakeholders to ensure hassle-free resolution of the complaints by the concerned customer in a timely fashion

GS19. evaluate and identify areas of complaints from the customer affecting the performance of his vehicle

GS20. assess time and cost required for customer resolution based on complaints, problems or queries identified

GS21. evaluate and identify key customer experience enhancing areas

GS22. evaluate the information gathered from the customer complaint report and utilise it to identify timely resolutions

GS23. evaluate the information gathered from the market (including retail segment, key accounts/ customers and OEM along with the OEM channel partners) and use it to ensure higher customer satisfaction

Supervise and evaluate performance:

Elements and Performance Criteria

Supervise & evaluate performance of all subordinates and reporting executives

To be competent, the user/individual on the job must be able to:

PC1..    set goals and targets as per organisational directives for all reporting executives

PC2..    create quantified measures and metrics to analyse the performance deliveredby subordinates

PC3..    set tangible and achievable incentives for subordinates as per the goals andtargets assigned

PC4..    ensure and implement strict adherence of all activities performed bysubordinates to organisational guidelines

PC5..    monitor and supervise all the activities performed by subordinates and ensureoptimisation to achieve the set goals

PC6.     evaluate performance of subordinates and reporting executives on thedesigned measures and metrics as per the guidelines of the Ogranization

PC7..    assist and support reporting executives whenever necessary or applicable

PC8..    document all performance indicators and metrics of subordinates in theprescribed format of organisation

PC9..    perform all appraisal related process flow for subordinates, as per respectiveperformance documents

PC10. handover all the documents and appropriate support measures to humanresources department for official records

PC11. ensure and implement proper process flow for feedbacks and queries receivedfrom subordinates

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1.     standard operating procedures of the organisation for appraisals, incentives, promotions and performance evaluation

KU2.     operating procedures for query and problem reporting and their redressal in the organisation

KU3.              framework and guidelines prescribed by the organisation for query and problem redressal

KU4.              framework and guidelines prescribed by the organisation for performance evaluations and

based appraisals out of it

KU5.     documentation requirements for each procedure carried out as part of roles and responsibilities

KU6.     institutional and professional code of ethics and standards of practice

KU7.     safety and health policies and regulations for the workplace

KU8.     documentation requirements for appraisals and other performance evaluations of various subordinate positions

KU9.     process flow for performance evaluation, documentation and appraisals related with them

KU10. subordinate and reporting executives problems and queries and documenting it in the organisations prescribed format

KU11. redressal documentations mechanisms available in the organization and actingaccordingly in a timely manner

KU12. software or Format such as MS Word, Excel, PowerPoint and Management Information System (MIS) as prescribed by the organization

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.     communicate information and ideas in writing so that the subordinates andpeers can understand

GS2.     create documents required on the job (including requirement sheets, querysheets, response or feedback sheets etc.)

GS3.     write at least one local language

GS4.     read reviews from subordinates in terms of their requirements, queries andfeedbacks

GS5.     read appraisal documents related with any of subordinating position

GS6.     read policies and regulations pertinent to the job

GS7.     interact with all subordinates to understanding their requirements, queries and feedbacks on various aspects within the organisation

GS8.     interact with organisations internal stakeholders to ensure efficient performance evaluation of the subordinates leading to higher levels of satisfaction and motivation

GS9.     analyse information and evaluate results amongst the various available options or metrics on the performance indicators to choose best way to motivate subordinates through: rewards and recognition schemes promotion transfer to other work stream nominate for an executive training any other monetary or non-monetary benefits

GS10. plan work on a daily basisto ensure higher levels of motivated within the teamsupervising wherever required and giving freedom and independence to thesubordinates to ensure high quality work output with minimum superiorguidance leading to holistic development of the subordinate

GS11. ensure all activities performed by subordinates and reporting executives is in sync with broader organisational goals to ensure higher customer satisfaction

GS12. analyse all the queries or problems posted by subordinates and find an appropriate solution acceptable to the subordinates

GS13. deliver and act as per the organisation provided/guided resolutions

GS14. evaluate and identify all key requirements of the subordinates and try to solvevarious issues to ensure higher motivational levels

GS15. assess additional cost burden as a result of various incentives schemes and other rewards & recognition schemes for the subordinates and take an optimum decision to ensure the overall profitability of the organisation

GS16. assess additional cost burden as a result of various incentives schemes and other rewards & recognition schemes for the subordinates and take an optimum decision to ensure the overall profitability of the organisation

Components of Customer Relationship Management - CRM Simplified

Enhance customer experience at the dealership showroom:

Elements and Performance Criteria

Ensure maximum customer satisfaction through enhanced customer experience at the dealership

To be competent, the user/individual on the job must be able to:

PC1..     maintain complete customer satisfaction during the complete sales cycle at dealership

PC2..     effectively communicate with clients/ customers to gain commitment for purchasing OEM products

PC3..     mention fab (features / advantages / benefits) and usps of the vehicle oem brands available at the dealership over the competitor models

PC4..     ask potential customers for information on reasons for considering purchase and comprehend all customer requirements and needs at the dealership showroom

PC5..     manage a diverse range of customer retention campaigns and initiatives including idea generation and exploration, preparing and presenting sales delivery proposals, oversee the production processes and championing successful execution

PC6..     analyze campaign outcomes in detail, using a variety of proprietary software applications and draw insights and present them to the sales function to facilitate sound decision making

PC7..     understand the key customer requirements from a vehicle (during sales pitch) and any pending service related issue (during service calls follow-ups to generate repeat/ referral sales) and highlight the requirements/ issues for early redressal

PC8..     manage quick and efficient reply to the customer queries

PC9..     manage and coordinate with services department for quick technical complaint redressal

PC10.. monitor service and sales process flow for smoother and flawless orders and service execution at the dealership showroom

PC11.. provide enriching customer experience by hassle free buying process, quick documentation, providing entertainment avenues etc., during lead time

PC12.. check service follow-up records and schedules for after sales support

PC13.. follow-up through telecallers for pre sales queries and ensure that most of them are given test drives to show the usp of the vehicle

PC14.. ensure that ensure complete facility and display vehicles maintenance

PC15.. record feedbacks or reviews and complaints from customers walking in the showroom

PC16.. ensure proper enquiry and understanding of customer queries related to vehicle type, model, specifications

PC17.. provide relevant information related to accessories/ value added or special services available at the dealership

PC18.. attend and participate in daily briefings, meetings regarding the overall process of customer handling as prescribed by the oem

PC19.. assist in management of key customer relationship

PC20.. work with customer service, marketing services and operation to develop and maintain a customer-focused attitude toward activities, concentrating on those that most strongly contribute toward improving customer lifetime value

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1.     standard operating procedures for customer query reporting along with their resolution mechanism through the sales team in the organisation

KU2.     customer relationship management (crm) related framework provided by the organisation

KU3.     standard operating procedures of the dealership related with customer experience and satisfaction

KU4.     standard operating procedures of the organization/ dealership to maintain the overall sales systems and process as per the oem guidelines

KU5.     process flow of complete sales and service cycles at the dealership

KU6.     documentation requirements for each procedure carried out as part of roles and responsibilities as per the organizational guidelines

KU7.     organisational and professional code of ethics and standards of practice

KU8.     safety and health policies and regulations for the workplace including automotive showroom in general

KU9.     the technical specifications of various oem vehicular products as well as those manufactured by the competitors

KU10. technical details and problems related with service of all kinds of vehicles including the performance of different variants of the vehicle

KU11. the various training modules provided by the oem for the training of backend sales and services functions

KU12. complete process flow for a business cycle of sale of a vehicle along with the various services related processes

KU13. how to communicate and inform sales managers/team leads on the quality of follow up of leads by the respective sales executives as indicated by the telecaller / customer relationship executive

KU14. software or format used for reporting like ms excel and ms word

KU15. software or format used for billing, financing of the vehicles, services records and warehousing like tally, sap and primaware

KU16. software or format used for sales and marketing presentations, reporting and surveys like ms powerpoint, mis and crm

KU17. software or format used for customer relationship management (crm) in the organisation

KU18. statutory compliance of the government and legal aspects

KU19. local market procedures and customer preferences of that area including the sales peculiarities based on geographical nuances etc.

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.     communicate information and ideas in writing so others will understand esp. the back-end team of telecallers and customer relationship executives (cre)

GS2.     record and document the systems and processes affecting the overall service, maintenance and repair of vehicles in the workshop

GS3.     create documentation required on the job (including reports, work sheets, etc.)

GS4.     create periodic reports on the customer feedback on the overall experience at the dealership during both sales and service interface

GS5.     write in at least one local language

GS6.     read & understand technical terminologies used in the automotive industry

GS7.     read general instructions or guidelines from oem, mandatory for customer experience and satisfaction

GS8.     read general instructions or guidelines for customers, mandatory for loans or financing along with the detailed application forms

GS9.     read policies and regulations pertinent to the job

GS10. read training reports, worksheets and other evaluation sheets

GS11. read reports, presentations, targets and other details associated with business understandings

GS12. interact with the front-end sales team to ensure proper follow-up on the leads generated through various means

GS13. interact with sales, service and administrative function of the dealership

GS14. interact with the customers to understand any gaps in the overall service quality levels in the workshop

GS15. interact with superiors and other support staff function to ensure higher levels of service quality is maintained

GS16. analyse information from the follow-up sheets and other dealership / oem crm softwares and evaluate the levels of customer satisfactions and use the results to optimise the process ensuring quality and timely services

GS17. decide on the optimum course of action for each of the sales / service query

GS18. plan work according to the required schedule and location

GS19. plan and organise activities for the telecaller and cre to achieve complete customer satisfaction on a periodical basis

GS20. ensure that customers requirements are assessed and satisfactory service is provided

GS21. ensure that prompt post-sale service is provided to the customer esp. during the warranty period and in case of any issue, it is escalated to the superiors and resolved

GS22. ensure that the various systems and processes are aligned with the overall customer satisfaction and are not leading to time and cost overruns for the sales and service process at the dealership

GS23. clarify and solve all sales and service function queries generated due to any kind of anomalies and take appropriate actions, as required

GS24. ensure all system related issues are solved in the most optimised manner as per the oem guidelines

GS25. evaluate customer feedbacks and reviews for its effectiveness by ensuring proper checks and report them

GS26. evaluate the information gathered from the potential customer and utilise it to ensure a smooth sales process

GS27. ensure customer satisfaction and experience enhancements in all activities

Assessment Guidelines:

  1. Criteria for assessment for each Qualification Pack will be created by the Sector Skill Council. Each Element/ Performance Criteria (PC) will be assigned marks proportional to its importance in NOS. SSC will also lay down proportion of marks for Theory and Skills Practical for each Element/ PC.
  • The assessment for the theory part will be based on knowledge bank of questions created by the SSC.
  • Assessment will be conducted for all compulsory NOS, and where applicable, on the selected elective/option NOS/set of NOS.
  • Individual assessment agencies will create unique question papers for theory part for each candidate at each examination/training center (as per assessment criteria below).
  • Individual assessment agencies will create unique evaluations for skill practical for every student at each examination/ training center based on these criteria.
  • To pass the Qualification Pack assessment, every trainee should score the Recommended Pass % aggregate for the QP.
  • In case of unsuccessful completion, the trainee may seek reassessment on the Qualification Pack.