Head of Customer Relationship Management

About the Role
The Head - CRM will steer and scale the end-to-end customer relationship and contact centre
operations for a gold buying business, across both outbound conversion/production (60%) and
inbound service/retention (40%) functions. Operating out of Gurugram, this role carries full
accountability for driving floor productivity, achieving SLA benchmarks, eliminating lead leakage,
standardising SOPs, and leading a team of 12-20 telecallers handling 15,000-30,000 leads/calls per
month across voice, WhatsApp, email, chat and social media channels.
The role suits a leader who can balance strategy, reporting and floor-level execution, staying hands-
on with call monitoring and coaching while also building team leaders who run daily floor activities.
Key Responsibilities
• Lead Funnel Management: End-to-end ownership of the inbound and outbound lead lifecycle,
ensuring a first turnaround time (TAT) of under 15 minutes, zero lead leakage and rigorous follow-
up cadences across all acquisition channels.
• Sales and Conversion Drive: Drive conversion, revenue targets and lead-to-sale ratio by
coaching executives on pitch delivery, objection handling, pricing negotiations and building
customer trust.
• Active Floor Governance: Conduct call barging, whisper coaching, live call audits and daily
morning huddles to instil target discipline and sales rigour across the floor.
• Script and Pitch Refinement: Continuously evaluate objection patterns (pricing, trust, competitor
comparison) and update calling scripts, counter-objection frameworks and FAQ documents to lift
close rates.
• SLA and TAT Governance: Enforce adherence to resolution SLAs, First Contact Resolution
(FCR), Average Handling Time (AHT) and turnaround times on customer grievances and queries.
• Quality Benchmarking: Implement call/chat auditing standards targeting 90%+ audit quality
scores; identify systemic compliance or communication gaps through Root Cause Analysis (RCA).
• Lifecycle and Retention Programs: Own CRM operations, customer retention and the overall
customer lifecycle; build retention workflows, lost/dormant lead re-engagement cadences and
referral programs to improve CSAT, Customer Lifetime Value (CLV) and NPS.
• Omnichannel Operations: Manage customer-facing operations across voice calling, WhatsApp,
email, chat and social media support.
• Cross-Functional Operations: Partner with operations, fulfilment, warehouse and branch teams
to resolve operational bottlenecks and preserve customer trust.
• Workforce and Capacity Planning: Manage rosters, attendance and daily caller productivity;
own capacity planning, shift scheduling, seat allocation, shrinkage control and login adherence for
12-20 telecallers.
• Hiring, Ramp-Up and Training: Lead hiring, onboarding and training of agents; accelerate new-
hire speed-to-productivity (NHT and OJT) through structured modules, FAQs and mock scenarios;
manage and reduce agent attrition.
• Performance Management: Set transparent KRAs/KPIs; run structured Performance
Improvement Plans (PIPs) and coaching paths for underperformers while recognising high
achievers.
• Floor Motivation and Culture: Design daily/weekly incentive contests, recognition programs and
floor energy drivers to minimise churn and build a high-performance environment.
• SOP Architecture: Document, maintain and enforce SOPs across calling scripts, disposition
codes, customer escalation trees and database hygiene.
• Dialer and CRM Administration: Optimise auto-dialers, IVR routing, call routing, lead allocation
logic, call recording and CRM workflows to maximise talk time and connectivity.
• Executive MIS and Analytics: Deliver daily, weekly and monthly MIS dashboards covering lead-
to-conversion rates, lead response time, SLA adherence, dialer efficiency, caller productivity,
quality audit scores and agent attrition.
Requirements
• Total Experience: 6-8 years in CRM, contact centre operations or inside sales/customer success
management.
• Team Leadership: 5+ years of team management experience, having managed teams of 12-20
employees.
• Balanced Capability: Experience across both outbound sales and inbound customer
service/CRM. Candidates strong in either outbound sales (with inbound exposure) or inbound
CRM/customer service (with outbound exposure), and able to handle both, will be considered.
• Volume Handling: Experience managing 15,000-30,000 leads/calls per month in a high-volume
calling environment.
• Metrics Ownership: Proven track record managing sales conversion, revenue targets, lead-to-
sale ratio, lead response time, follow-up TAT, lead leakage, call quality, audit scores and agent
productivity.
• Workforce Management: Complete workforce management covering rosters, attendance,
capacity planning, shift scheduling, shrinkage management, hiring, onboarding, training and
attrition control.

Skills
CRM, Customer Success, Auditing, Onboarding

Work arrangement
No