Senior Crm Manager

Job Description-

Senior Manager CRM (Customer Relationship Management)

Position Overview:-

We are looking for an experienced and results-oriented Senior Manager – CRM to lead and manage customer relationship and CRM operations across real estate projects. The ideal candidate should have 15+ years of experience in Relationship Management/Customer Experience, preferably within the real estate industry, with strong exposure to both front-end customer management and backend CRM operations.

The candidate will be responsible for managing the complete customer lifecycle, ensuring accurate documentation and backend processes, driving MIS and analytics, managing escalations, and coordinating with internal departments to provide a seamless customer experience.

The role requires an individual with excellent communication, analytical, documentation, stakeholder management, negotiation, and problem-solving skills, along with strong exposure to complex real estate projects and customer-facing environments.

Key Responsibilities-

1. Front-End Customer Relationship Management

Manage the complete customer lifecycle from booking and onboarding through agreement, payment milestones, possession, handover, and post-possession services.

Serve as a senior point of contact for customers, particularly for high-value, key, and escalated accounts.

Conduct customer meetings, presentations, project briefings, and one-to-one interactions.

Handle customer queries, requests, complaints, grievances, and escalations professionally and within defined SLAs.

Understand customer requirements and coordinate with relevant internal departments for timely resolution.

Maintain strong relationships with customers and ensure a high level of customer engagement and satisfaction.

Manage sensitive and complex customer situations with maturity, discretion, and effective communication.

Coordinate customer visits, site interactions, possession-related activities, and handover processes.

Ensure customers receive accurate and timely communication regarding project progress, documentation, payments, possession, and other relevant matters.

Represent the organization professionally during customer meetings, events, forums, and other public-facing engagements.

2. Backend CRM Operations & Documentation

Oversee the complete backend CRM documentation and paperwork process to ensure accuracy, completeness, and timely execution.

Ensure proper maintenance of customer files, records, agreements, applications, payment documents, correspondence, and other CRM-related documentation.

Coordinate with Legal, Finance, Sales, Projects, Accounts, Collections, and other departments for completion of customer documentation.

Monitor documentation related to:

Booking forms and application forms

Allotment letters

Agreements for Sale

Registration-related documentation

Payment schedules and receipts

Demand letters

NOCs and approvals

Possession documentation

Handover documents

Customer correspondence and undertakings

Transfer, cancellation, nomination, and modification requests

Ensure customer records are complete, accurate, updated, and properly maintained.

Establish effective document-checking and verification mechanisms to minimize errors and customer-related issues.

Track pending documentation and follow up with customers and internal stakeholders for timely closure.

Ensure proper maintenance of physical and digital customer records in accordance with organizational policies.

Maintain confidentiality and appropriate controls over sensitive customer information and documents.

Identify gaps in documentation processes and implement measures to improve accuracy, turnaround time, and operational efficiency.

3. CRM MIS & Analytics

Own and manage CRM MIS and reporting for projects and senior management.

Prepare and review periodic daily, weekly, monthly, and quarterly MIS reports.

Develop dashboards and reports covering customer lifecycle, collections, documentation, complaints, escalations, possession, and service-related metrics.

Monitor and analyze:

Customer database

Booking and cancellation status

Agreement status

Registration status

Payment and collection status

Outstanding payments

Documentation pendency

Customer queries and complaints

Escalation status

TAT/SLA performance

Possession and handover status

Customer feedback and satisfaction

Use MIS and customer data to identify trends, gaps, recurring issues, and operational bottlenecks.

Provide data-driven insights and recommendations to senior management.

Ensure accuracy, consistency, and timely submission of CRM MIS.

Maintain appropriate dashboards for tracking team and individual performance.

Develop customized reports for management, project heads, business heads, and other stakeholders as required.

Use MS Excel, CRM software, dashboards, MIS tools, and reporting platforms effectively for analysis and decision-making.

4. Project & Cross-Functional Coordination

Coordinate closely with Sales, Finance, Accounts, Legal, Projects, Construction, Collections, Marketing, and Facility Management teams.

Ensure smooth flow of information between front-end customer-facing teams and backend operational teams.

Track customer-related commitments and coordinate internally for timely fulfillment.

Manage CRM activities for complex and large-scale real estate projects.

Establish clear ownership and timelines for customer-related actions across departments.

Monitor pending activities and drive timely closure through structured follow-ups and escalation mechanisms.

5. Customer Escalation Management

Act as an escalation point for complex and sensitive customer issues.

Analyze the root cause of customer complaints and coordinate corrective actions.

Maintain an escalation tracker and ensure issues are resolved within agreed timelines.

Prepare escalation reports and highlight critical cases to senior management.

Develop preventive measures to reduce recurring complaints and improve customer experience.

Handle difficult conversations and negotiations while maintaining professionalism and organizational interests.

6. Process Management & Improvement

Develop and implement CRM SOPs, checklists, workflows, and process controls.

Standardize front-end and backend CRM processes across projects.

Identify process gaps and recommend improvements to enhance efficiency and customer experience.

Improve documentation accuracy, turnaround times, and interdepartmental coordination.

Introduce systematic tracking mechanisms for customer requests, documentation, payments, and escalations.

Ensure adherence to organizational policies, processes, and defined service standards.

7. Team Management & Leadership

Lead, mentor, and manage the CRM team comprising front-end and backend CRM professionals.

Allocate responsibilities effectively between customer-facing and backend operational functions.

Set individual and team KPIs and monitor performance.

Conduct regular reviews of team productivity, pending activities, escalations, documentation, and customer service metrics.

Train team members on CRM processes, documentation, communication, customer handling, and systems.

Build a customer-centric culture focused on ownership, accountability, accuracy, responsiveness, and service excellence.

Key Skills & Competencies:-

15+ years of experience in CRM, Customer Relationship Management, Relationship Management, Customer Experience, or a similar function.

Strong experience in the real estate industry.

Proven experience in handling front-end customer interactions and backend CRM operations.

Strong understanding of real estate customer documentation and transaction-related paperwork.

Excellent knowledge of CRM systems, MIS, reporting, dashboards, and data analysis.

Advanced working knowledge of MS Excel, including data analysis, reporting, trackers, and management dashboards.

Excellent verbal and written communication skills.

Strong analytical and problem-solving abilities.

Excellent stakeholder management and cross-functional coordination skills.

Strong negotiation, conflict-resolution, and escalation-management capabilities.

Ability to manage confidential customer information and sensitive documentation.

Strong attention to detail and documentation accuracy.

Excellent presentation and public-facing skills.

Strong leadership and team-management capabilities.

Ability to manage multiple projects, priorities, and deadlines simultaneously.

Key MIS & Reporting Responsibilities:-

The candidate should have hands-on experience in preparing and reviewing:

Daily CRM activity reports

Customer query and complaint MIS

Escalation MIS

Documentation/paperwork pending MIS

Agreement and registration status reports

Payment and collection status MIS

Outstanding/receivable reports

Possession and handover MIS

Customer request tracker

TAT/SLA performance reports

Customer feedback and satisfaction reports

Project-wise customer status reports

Management dashboards

Monthly and quarterly CRM performance reports

Key Performance Indicators (KPIs):-

Customer satisfaction and customer experience

Customer query and complaint resolution TAT

Escalation closure rate

Documentation accuracy and completion

Agreement and registration completion

CRM MIS accuracy and timeliness

Backend process efficiency

Customer request closure rate

Possession and handover efficiency

SLA adherence

Team productivity and performance

Reduction in recurring customer complaints

Process improvement and automation initiatives

Qualifications:-

Bachelor’s degree in business administration, Management, Marketing, Commerce, or a related discipline.

MBA/Postgraduate qualification in Marketing, Customer Relationship Management, Business Management, or related fields will be an advantage.

Relevant CRM, Customer Experience, Project Management, or Service Excellence certifications would be desirable.

Experience Profile:-

Experience: 15+ years

Industry: Real Estate / Property Development

Function: CRM / Customer Relationship Management / Customer Experience

Level: Senior Management

Reporting To: Head – CRM / Business Head / Project Director