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
experience).

Core Competencies & Soft Skills
-Autonomy & Drive: A highly independent self-starter who thrives in a fast-paced
environment and can take full ownership of a platform with minimal supervision.
-The "Translator" Ability: Exceptional communication skills with a proven ability
to bridge the gap between technical developers (IT), business users, and CX
designers.
-Customer-Centric & Analytical Mindset: Strong data literacy with the ability to
spot trends, anomalies, and operational "red flags" from complex reports, always
looking through the lens of customer impact.
-Stakeholder & Vendor Management: Comfortable managing expectations,
negotiating timelines, and holding external vendors (like consultants and software
providers) accountable to our CX standards.
-Problem-Solving Agility: Highly structured approach to managing product
backlogs, prioritizing competing demands based on customer value, and running
QA/UAT processes.

1. Lead for Integrated Contact Channels
-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: You will monitor these integrations to ensure customer
messages are flowing into Salesforce correctly and being routed to the right staff
without delays.
-Optimization: You will look for ways to improve how we talk to customers
through these digital channels.
-Vendor Management: You are the Single Point of Contact for our key external
partners, including Salesforce, Talkdesk, and Deloitte. You will manage these
relationships to ensure we are utilizing their tools and services effectively.

2. Master Reporting & Data Insights
-Dashboard Architecture: You will build and maintain a "Command Center"
dashboard in Salesforce. This will be the primary tool used by the entire CM
department to track performance.
-Weekly Performance Brief: Every week, you will share a summary report with
the full CM team.
-Early Warning System: In your weekly report, you will use your analytical eye to
SALEShighlight "Red Flags" or items needing urgent attention (e.g., spikes in
wait times, missed follow-ups, or data errors)

3. Handling Enhancements for Customer Management (CM)
-The Filter: You will be the main point of contact for all CM staff who want to
change or improve CRM.
-Technical Discovery: You will take a "wish list" item and break it down into a
clear, technical plan. You’ll decide what can be done with standard Salesforce
tools and what needs special coding.
-The Backlog: You will keep a master list of all requested changes, ranking them
by how much they help the team versus how much effort they take to build.

4. Preparation for Sign-Off
-The Blueprint: Before any work starts, you will create a clear document showing
exactly how the feature will work.
-Getting Agreement: You will present these plans to the CM department leads,
managers, and head to get their official "Green Light" (Sign-off) to keep everyone
aligned.

5. User Acceptance Testing (UAT)
-The Quality Check: Before anything goes live, you are the lead "inspector." You
will write the test steps to make sure the new feature doesn't break anything else.
-Testing Coordination: You will lead the CM team through the testing process,
making sure they actually use the tool in a test environment and confirm it works
for their daily jobs.

6. Deployment & IT Collaboration
-The Bridge to IT: You will work side-by-side with the IT team. You speak their
language, so you will help them package the new features and move them into
the live system.
-The Launch: You will oversee the "Go-Live" moment to ensure the data moves
correctly and the users have the right permissions to see the new tools.
-Weekly CM Release Notes: You will write a simple summary of "What’s New" for
the CM team so they know exactly what changed and how to use it.

7. Platform Champion (The "Cloud" Expert)
You will be the internal expert and primary owner for our full CRM suite. Your goal is to
maximize our investment in:
-Agent Cloud: Ensuring our service team has the best tools to help customers.
-Marketing Cloud: Managing the technical side of how we reach out to our
audience.
-Data Cloud: Ensuring our customer data is clean, connected, and useful for the
business

8. Communication Gatekeeper (Internal & External)
-Campaign Point of Contact: You are the central person for all departments
(Marketing, Products, etc.) who need to send communications to customers.
-Delivery Management: You will handle the technical setup for Customer
Surveys and Marketing Campaigns to ensure they reach the right customers at
the right time through Salesforce.

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 environment.
-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) is highly
advantageous and preferred.
-Education: Bachelor’s degree in Information Technology, Business
Administration, Computer Science, or a related field (or equivalent practical
experience).

Core Competencies & Soft Skills
-Autonomy & Drive: A highly independent self-starter who thrives in a fast-paced
environment and can take full ownership of a platform with minimal supervision.
-The "Translator" Ability: Exceptional communication skills with a proven ability
to bridge the gap between technical developers (IT) and non-technical business
users.
-Analytical Mindset: Strong data literacy with the ability to spot trends,
anomalies, and operational "red flags" from complex reports.
-Stakeholder & Vendor Management: Comfortable managing expectations,
negotiating timelines, and holding external vendors (like consultants and software
providers) accountable.
-Problem-Solving Agility: Highly structured approach to managing product
backlogs, prioritizing competing demands, and running QA/UAT processes

Salary: 6000 - 10000 MYR Per month