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CRM (Customer Relationship Management) consultants are in charge of managing customer relationships using integrated management software. These professionals combine different functions in a single system, capable of managing activity data and workflow to communicate with the different departments of the same company or organisation with the aim of improving productivity, as well as increasing the number of sales by improving customer service and customer relations. They are experts in building lasting relationships with customers, insofar as they are able to identify and segment them effectively, with an emphasis on the human component.

Consequently, the objective of CRM consultants' work is to maintain a fluid and trusting relationship with the clientele in order to identify the needs of each type of customer, their preferences, their spending, the type of products they consume and how regularly they consume them. These professionals, beyond using software to optimise their work, bring their experience and knowledge to optimise this function. While knowing the preferences of the clientele in order to respond to them is essential, the purpose of their task is to optimise the resources available to the company or organisation in order to achieve growth (in productivity, sales, profits) by planning resources (investment capacity, people, knowledge, marketing strategies, etc.) and the digitalisation of corporate management processes. An important objective is also the definition of Key Performance Indicators (KPI) to monitor customer behaviour. Linked to the KPIs, they must also establish optimal thresholds for monitoring campaigns and the return on promotional investments.

In the work of CRM consultants, the starting point is the certainty that improved communication and increased trust on the part of the clientele directly leads to an increase in turnover. Consequently, these professionals will provide guidelines and working guidelines to carry out a set of procedures that will eventually become standardised systems to address each of the commercial relationships in a personalised manner. In addition,

In short, CRM consultants are in charge of transforming the needs of the clientele and their relationship with the company into innovative solutions that build loyalty, extracting the potential of the client's context to design personalised and innovative business solutions.


  • Identify monetisation opportunities by driving operational improvements and increasing the effectiveness of commercial campaigns, measuring profit contribution and personalisation of offers or services and modelling business cases to achieve proposed objectives.
  • Manage and maintain the CRM technology platforms, and develop the CRM strategy. Likewise, lead the contact plan by customer segment originating in digital channels and social media to improve customer loyalty. Thus, a very important part of their work is the configuration/parameterisation of the CRM tool.
  • Use analytical methods and techniques to gain customer insight: create, implement and monitor customer relationship strategies (online and face-to-face) based on the analysis of behavioural patterns extracted by cross-referencing internal CRM data with external data generated by social interaction (define KPIs to track, for example, interest-to-purchase ratios).
  • Understand the client¿s challenges through a discovery session to deepen the understanding of their requirements, using mind-mapping tools to show what they are trying to solve. Once the requirements are understood, construct the problem-solution narrative by putting themselves in the customer¿s shoes and showing how the particular service being offered can help them.
  • Implement webinars to introduce digital solutions to potential customers. Then, prepare technical demonstrations to make the benefits of these solutions evident.
  • Know the internal procedures, strengths and weaknesses of the processes of each department with which they collaborate (financial, personnel, marketing, legal, etc.). Likewise, they must understand the challenges of the different sectors of economic activity in which they work. They carry out the parallel management of the actors of each project in which they participate, knowing that each department has specific goals, with the aim of achieving a unified and consistent strategy for the end client.
  • Perform the activities linked to CRM application implementation projects and are responsible for carrying out needs analysis and customisation of the tools, including possible specific developments required to optimise the software. In this way, they implement CRM software solutions, helping to train their staff to improve processes and business.
  • Transfer knowledge to the sales team (supporting them to understand what they are selling) and to the clientele, to whom they must show with their language the value of the services that are being designed for them.

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Centre per al desenvolupament professional Porta22

Barcelona Treball (Porta22)
Llacuna, 156-162, 08018 Barcelona

Monday to Friday from 9 to 18 h

Generalitat de Catalunya
Unió Europea FEDER
Unió Europea FSE