CRM Specialist

Reporting to: Customer Experience Manager  

Focus: Customer Experience, Strategic Ownership, Customer Management, and 

Technical Quality Assurance 

Role Overview 

As the CRM Product Owner, you will be the lead person responsible for the health and 

growth of our CRM/Salesforce platform. Sitting at the center of the Customer 

Management (CM) department, you will bridge the gap between business strategy and 

technology. You will translate overarching CX initiatives, journey maps, and customer 

touchpoint strategies into working technical solutions, ensuring our platform directly 

drives a seamless, world-class customer experience.  

Detailed Scope of Work 

1. Lead for Integrated Contact Channels & Touchpoints 

● Single Point of Contact: You are the go-to person in CM for all channels 

integrated with Salesforce CRM (such as Phone/CTI, Email-to-Case, 

Web-to-Lead, Chat, or Social Media). 

● Channel Health & Friction Reduction: You will monitor these integrations to 

ensure customer messages flow into Salesforce correctly, routing to the right staff 

without delays to optimize key CX metrics (e.g., First Contact Resolution, 

Response Time). 

● Omnichannel CX Optimization: You will look for ways to improve how we talk to 

customers through these digital channels, ensuring a consistent and friction-free 

brand experience across all touchpoints. 

● Vendor Management: Act as the Single Point of Contact for our key external 

partners (Salesforce, Talkdesk, Deloitte) to ensure their tools effectively support 

our customer experience goals. 

2. Master Reporting & Voice of the Customer (VoC) Insights 

● Dashboard Architecture: Build and maintain a Command Center dashboard in 

Salesforce. This will be the primary tool used by the entire CM department to 

track operational and CX performance. 

● Weekly Performance Brief: Share a summary report with the full CM team 

highlighting key trends. 

● Early Warning System: Use your analytical eye to highlight Red Flags or items 

needing urgent attention (e.g., spikes in customer wait times, missed follow-ups, 

drop-offs in the customer journey, or data errors) that threaten the customer 

experience. 

3. Handling Enhancements & Customer Journey Improvements 

● The Filter & CX Advocate: Act as the main point of contact for CM staff who want 

to change or improve Salesforce, ensuring all requested updates align with 

improving the end-to-end customer journey. 

● Technical Discovery: Take a CX wish list or journey mapping insight and 

break it down into a clear, technical plan. Decide what can be done with standard 

Salesforce tools and what needs special coding. 

● The Backlog: Keep a master list of all requested changes, ranking them by how 

much they improve the customer/agent experience versus how much effort they 

take to build. 

● Knowledge Management: Oversee the technical setup, data structuring,content 

management and optimization of Salesforce Knowledge Base features (e.g., 

Einstein Article Recommendations, search layouts, and categorization channels) 

to ensure frontline agents can access precise info instantly.  

4. Preparation for Sign-Off 

● The Blueprint: Before any work starts, create a clear document showing exactly 

how the feature will work and how it impacts the customer or agent journey. 

● Getting Agreement: Present these plans to the CM department leads, 

managers, and head to get their official Green Light (Sign-off) to keep everyone 

aligned on the CX vision. 

5. User Acceptance Testing (UAT) 

● The Quality Check: Before anything goes live, act as the lead inspector. Write 

test steps to ensure new features don't break existing customer-facing 

functionalities. 

● Testing Coordination: Lead the CM team through the testing process, making 

sure they actually use the tool in a test environment and confirm it supports a 

smooth customer delivery workflow. 

6. Deployment & IT Collaboration 

● The Bridge to IT: Work side-by-side with the IT team. Speak their language to 

help them package new CX features and move them smoothly into the live 

system. 

● The Launch: Oversee the Go-Live moment to ensure data moves correctly and 

users have the right permissions to leverage the new customer management 

tools. 

● Weekly CM Release Notes: Write a simple summary of What's New for the 

CM team so they know exactly what changed to better support customers. 

7. Platform Champion (The Cloud Experience Expert) 

You will be the internal expert and primary owner for our full Salesforce suite, 

maximizing our investment to drive seamless customer journeys: 

● Agent Cloud: Ensuring our service team has the best tools and 360-degree 

customer views to help customers effortlessly. 

● Marketing Cloud: Managing the technical side of how we reach out to our 

audience, ensuring hyper-personalized, timely customer communications. 

● Data Cloud: Ensuring our customer data is clean, connected, and useful for 

building actionable customer insights. 

8. CX Initiative & Communication Gatekeeper (Internal & External) 

● Campaign & Initiative Point of Contact: Act as the central tech anchor for all 

departments (Marketing, Products, CX) who need to deploy customer-facing 

initiatives. 

● Delivery & VoC Management: Handle the technical setup, targeting, and 

deployment for Customer Surveys (CSAT, NPS, CES) and Marketing Campaigns 

to ensure they reach the right customers at the right touchpoint along their 

journey. 

### Role Requirements & Qualifications 

Experience & Education 

● Years of Experience: Minimum of 3–5 years of experience in product ownership, 

business analysis, or system administration within a Customer Management or 

Customer Experience (CX) environment. 

● CX & Journey Mapping Literacy: Practical understanding of CX methodologies, 

including customer journey mapping, touchpoint optimization, and Voice of the 

Customer (VoC) frameworks. 

● CRM Mastery: Proven, hands-on experience managing and configuring CRM 

tools is mandatory. 

● The Salesforce Advantage: Prior experience specifically working with 

Salesforce (Service Cloud, Marketing Cloud, or Data Cloud) to drive 

customer-centric workflows is highly advantageous and preferred. 

● Education: Bachelor's degree in Information Technology, Business 

Administration, Computer Science, or a related field (or equivalent practical