What do you do if your client relations manager lacks key qualities and attributes?

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Client relations managers (CRMs) are vital for building and maintaining trust, loyalty, and satisfaction among your clients. They need to have strong communication, negotiation, problem-solving, and interpersonal skills, as well as a deep understanding of your products, services, and industry. But what if your CRM lacks some of these key qualities and attributes? How can you address the situation and prevent it from affecting your client relationships and business outcomes? Here are some steps you can take to deal with a subpar CRM.

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1 Identify the gaps

The first step is to identify the specific areas where your CRM is falling short. Is it their technical knowledge, their communication style, their attitude, their work ethic, or something else? You can use various sources of feedback to assess their performance, such as client surveys, testimonials, complaints, referrals, retention rates, and revenue figures. You can also observe their interactions with clients and colleagues, and compare them with the best practices and standards of your industry and organization.

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Maaz Ahmad, MBA

Business Development & Key Account Manager | 8x LinkedIn Top Voice | Business Relationship Management | Marketing Operations | Client Relations | CRM | Business Management |
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If my client relations manager lacks key qualities and attributes, I address the issue promptly and constructively. Firstly, I provide specific feedback outlining areas for improvement and offer support in developing the necessary skills. This may involve additional training, mentorship, or professional development opportunities. Simultaneously, I evaluate whether the role aligns with their strengths and interests and consider potential adjustments to their responsibilities or role within the team. Ultimately, I prioritize open communication, collaboration, and continuous improvement, working together with the manager to cultivate a positive and effective client relations approach that meets both individual and organizational objectives.

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N. Eddy Johnson

Experience Professional & Entrepreneur
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I would make note of the qualities that he or she is lacking. Polities address those qualities by asking questions during coaching sessions. Sometime people need a reminder to recognize their vulnerabilities. Also noticing advance tips a past mentor or some you follow on social media can add to your inspiration and knowledge. Positive feedback is infectious.

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2 Provide feedback and coaching

Once you have identified the gaps, you need to provide constructive feedback and coaching to your CRM. You should set clear and realistic expectations and goals for improvement, and offer specific and actionable suggestions on how they can enhance their skills and behaviors. You should also provide regular and timely feedback, both positive and negative, to acknowledge their progress and address their challenges. You can use various methods of coaching, such as one-on-one sessions, role-playing, shadowing, mentoring, or training programs, depending on the needs and preferences of your CRM.

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Aakanksha Pandey

Senior Product and Strategy Enthusiast | Lifecycle Marketing | Campaign Management | Payments- B2B| SaaS| MarTech | Client ConsultingI Data driven marketing| Analytics
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I feel providing feedback and help them understand the gaps is key here. We need to understand what they exactly lack and then identify ways to assist them. There is no one size fits all mechanism to be replicated here. Each person is different and have different strengths. We need to help them identify their strengths (positive reinforcement) and then help them work on their weaknesses. This way we will be able to make a positive impact.

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3 Monitor and evaluate

After providing feedback and coaching, you need to monitor and evaluate the results. You should track the performance indicators and metrics that reflect the quality and impact of your CRM's work, such as client satisfaction, retention, loyalty, referrals, revenue, and profitability. You should also solicit feedback from clients and colleagues on how they perceive and experience your CRM's service and professionalism. You should review the data and feedback regularly, and adjust your coaching and expectations accordingly.

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4 Reward and recognize

If your CRM shows improvement and meets or exceeds your goals and standards, you should reward and recognize their efforts and achievements. You can use various forms of reward and recognition, such as bonuses, incentives, promotions, awards, certificates, or public praise, depending on the level and type of improvement and the culture and values of your organization. You should also express your appreciation and gratitude to your CRM for their commitment and contribution to your client relations and business success.

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5 Consider alternatives

If your CRM does not show improvement or continues to underperform or damage your client relations, you may need to consider alternatives. You can either reassign them to a different role or department that suits their strengths and interests better, or terminate their employment if they are unable to meet the minimum requirements and expectations of your organization. You should follow the proper procedures and policies of your organization when making these decisions, and communicate them clearly and respectfully to your CRM.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What do you do if your client relations manager lacks key qualities and attributes?

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1 Identify the gaps

2 Provide feedback and coaching

3 Monitor and evaluate

4 Reward and recognize

5 Consider alternatives

6 Here’s what else to consider

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