Head of CRM

Position: Head – Customer Relationship Management (CRM)

Department: Customer Relationship Management

Industry: Real Estate & Construction

Reporting To: V.P / Director / Managing Director

Location: Head Office / Project Sites, as required

Job Purpose

To lead and manage the Customer Relationship Management (CRM) function across the company's real estate and construction projects, ensuring exceptional customer experience throughout the customer lifecycle—from enquiry and booking to project updates, possession, handover, and post-handover support. The role is responsible for strengthening customer satisfaction, ensuring timely resolution of complaints, maintaining effective communication, and building long-term customer relationships that support the company's reputation and business growth.

Key Responsibilities

A. CRM Operations & Customer Experience

• Develop and implement CRM policies, procedures, and standard operating processes across all projects.
• Manage the complete customer lifecycle, including enquiry coordination, booking support, agreement documentation, payment follow-ups, construction updates, possession, customization ,handover and facilities.
• Establish structured communication channels to keep customers informed about project progress, milestones, payments, and handover schedules.
• Ensure a professional, consistent, and customer-centric experience across all customer touchpoints.

B. Customer Grievance & Complaint Management

• Establish a systematic mechanism for registering, tracking, escalating, and resolving customer complaints.
• Coordinate with Engineering, Project Management, Sales, Accounts, Legal, and other departments to resolve customer issues within defined timelines.
• Handle escalated complaints, disputes, and sensitive customer interactions effectively.
• Monitor complaint closure rates, recurring issues, and customer satisfaction levels.

C. Project Coordination & Handover Management

• Coordinate with project and engineering teams to communicate construction progress, delays, and revised completion timelines to customers.
• Plan and manage customer site visits, progress meetings, inspections, snag-list closure, and possession activities.
• Ensure timely completion of handover documentation, including agreements, payment confirmations, warranties, manuals, and other applicable records.
• Monitor pending handovers and coordinate with relevant departments to address outstanding issues.

D. CRM Systems, Data & Reporting

• Implement and maintain an effective CRM software system for customer records, communication history, complaints, payment status, and project updates.
• Ensure accurate customer data, documentation, and regular updating of CRM records.
• Prepare periodic MIS reports covering customer satisfaction, complaints, pending issues, handover status, and team performance.
• Analyse customer feedback and identify opportunities to improve processes and service delivery.

E. Team Leadership & Performance Management

• Lead, mentor, and develop the CRM team, including customer relationship executives and customer support personnel.
• Define departmental KRAs, KPIs, service standards, and performance targets.
• Conduct regular performance reviews, team meetings, and training programmes.
• Ensure accountability, timely follow-up, professional communication, and adherence to company policies.

F. Customer Retention & Brand Reputation

• Develop initiatives to improve customer satisfaction, referrals, repeat business, and customer retention.
• Conduct customer feedback surveys and analyse satisfaction trends.
• Manage customer escalations professionally to protect the company's brand image and reputation.
• Identify recurring service gaps and recommend corrective and preventive actions to management.

G. Interdepartmental Coordination & Compliance

• Work closely with Sales, Marketing, Engineering, QS & Billing, Accounts, Legal, and Project Management teams.
• Ensure customer communications and documentation comply with company policies, contractual commitments, and applicable regulations, including RERA requirements where relevant.
• Maintain confidentiality and proper control of customer information and records.
• Support management in improving customer service standards, operational efficiency, and project delivery experience.

 Educational Qualifications

• Bachelor's degree in Business Administration, Marketing, Civil Engineering, Management, or a related discipline.
• An MBA or postgraduate qualification in Marketing, Customer Relationship Management, or Business Management will be an added advantage.

 Experience Required

• 15–20 years of overall experience in customer relationship management, customer experience, or customer service.
• At least 8 years in a managerial or leadership role.
• Prior experience in real estate development, residential or commercial projects, construction, property handover, or customer lifecycle management is mandatory.
• Experience managing customer escalations, CRM software, cross-functional teams, and project handover processes is essential.

Required Skills & Competencies

• Strong leadership, team management, and decision-making skills.
• Excellent verbal and written communication skills.
• Strong customer service orientation and conflict-resolution abilities.
• Good understanding of real estate project lifecycles and construction processes.
• Ability to coordinate effectively with technical and non-technical departments.
• Strong analytical skills, MIS reporting, and performance monitoring capabilities.
• Proficiency in CRM software, MS Excel, and reporting tools.
• Strong planning, organisation, follow-up, and problem-solving skills.
• Ability to manage multiple projects, competing priorities, and escalated customer issues.

 Key Deliverables

• Establish a structured and efficient CRM department.
• Implement standardised customer communication and complaint-resolution processes.
• Improve customer satisfaction and reduce unresolved complaints.
• Ensure timely coordination of project updates, customer documentation, and handover activities.
• Provide management with accurate CRM performance reports and actionable customer insights.
• Build a responsive, accountable, and customer-focused CRM team.