Client Relationship Manager vs CRM: What’s the Real Difference?

When asked about client relation manager, many may assume it’s the same as CRM. And it’s the acronym for it literally C for client, R for relation and M for Manager. But here’s the thing, it’s actually two different concepts. Both have the same points where in terms of dealing with customer relationships, improving retention and both are seen as essential tools in managing customers. Even so both are actually operating on different levels underneath.

Why is this matter as choosing the wrong system between this two will end up building the wrong strategy that doesn’t fit what their actually want. Understanding the differences between both not only save time, it could prevent the workflow chaos and able to make customer relationships more intentional and efficient.

Same Same But Different

Client Relationship Manager
Differentiating the two of it distinctly give competitive edge on what tool should go for. Start with client relationship manager which can mean two things, a person who handles the specific clients or it’s a tool focused on personal client interactions. For clearer perspective, let’s go with this example where in a law firm, a client relationship manager might personally keep up with high-value clients by send follow-up emails, track important dates or coordinate meetings. It meant to stay as human as possible and designed as personalized service, more than just blasting campaigns to the masse.

CRM (Customer Relationship Manager)
While client relationship more on personalized, CRM is more on large scale instead. Could be said as an all-in-one platform to manage customer relationships. Managing all the aspect on interaction with customers and also potential customers. A typical CRM will be used for lead nurturing, automated email marketing and customer supports. It also should have advanced analytics to keep track of everything. So let’s say you’re running a online shop, selling handicrafts, your CRM should able to keep track of new leads signing up on your site. It also should generate welcome email and a full reports of customers on every touchpoints.

The Differences Between Client Relationship Manager and CRM

Clear Enough, But Can It Be Using Both?

Of course it it. CRM can be used to scout potential customers and more focused on leads while client management manager is for managing the more valuable clients. As their client relation manager could already know most of client’s preferences which may felt more personalized to serve. While CRM still be used to gain potential leads.

To put this in context, imagine two companies. One is a luxury interior design firm that handles just 12 elite clients a year. Their client relationship manager knows each client’s design preferences, favorite color palette, and upcoming life events. The firm may use a simple tool to track notes and appointments, but the service is intimate.

Both, Going Forward

Choosing between both ain’t that trivial when it’s no longer confusing between both of it. Now it left into the decision on how you want to scale the business. It also can be based on which industries been marketed. If more onto human-first connections where trust is utmost priority, you’ll need a good client relationship manager to follow-ups sharp and personal on everything. However if you looking to grow fast and able to handle alot contacts, proceed for CRM platform which require smart automation along the way.