| Detail | For this role |
|---|---|
| Department | Retail and Showroom |
| Level | Mid level |
| Reports to | Store Manager |
| Direct reports | None |
| Experience | 2 to 4 years in retail sales or customer service, ideally in the same category |
Customer Relationship Executive (Retail) job description template
Copy this job description, replace the text in square brackets and post it on your careers page or a job portal.
Job title: Customer Relationship Executive (Retail)
Department: Retail and Showroom
Reports to: Store Manager
Location: [City], [office, branch or site]
About the role
A Customer Relationship Executive keeps buyers coming back after the first sale. Working from a retail chain, jewellery showroom, car dealership or pharmacy, the person owns the customer database, runs loyalty enrolment, follows up on service dates and festival offers, and settles complaints before they reach the store manager. A good one turns one-time walk-ins into steady repeat customers and lifts the share of sales that comes from the store's existing base.
Key responsibilities
- Maintain the customer database with correct phone numbers, purchase history and preferences, and clean out duplicate or wrong entries every week.
- Enrol walk-in buyers into the loyalty programme at billing and explain how points, tiers and member-only offers work.
- Call customers after purchase to confirm satisfaction, capture feedback and log any service or delivery issue for follow-up.
- Run festival, anniversary and birthday campaigns over calls, SMS and WhatsApp, and note who responded and who bought.
- Resolve complaints on exchange, warranty and service by coordinating with the store team until the buyer is satisfied.
- Remind customers of service dates, insurance renewals or repeat-purchase cycles that suit the product category.
- Win back lapsed customers with targeted offers and record the reason each buyer stopped visiting the store.
- Share daily and weekly reports on repeat sales, loyalty sign-ups and open complaints with the store manager.
- Collect product and service feedback from customers and pass clear summaries to the merchandising and store teams.
- Support in-store previews and member days by inviting the right customers and following up with them afterwards.
Requirements
- Graduate in any stream, commerce or marketing preferred
- Comfort with CRM tools and spreadsheets
- A diploma in retail or customer service is an advantage
- 2 to 4 years in retail sales or customer service, ideally in the same category
KRAs and KPIs for a Customer Relationship Executive (Retail)
Key result areas for the appraisal form, each with a KPI you can measure every month or quarter.
| Key result area | How to measure it |
|---|---|
| Repeat purchase | Share of monthly sales from existing customers grows quarter on quarter to the agreed target |
| Loyalty enrolment | At least 60 percent of billed customers enrolled into the loyalty programme each month |
| Database quality | Contact records complete and free of duplicates above 95 percent on the monthly audit |
| Complaint resolution | Customer complaints closed within 3 working days, with none escalated to head office |
| Campaign response | Every festival and offer campaign reaches its full call list with responses logged |
| Feedback capture | Post-purchase feedback collected from at least 80 percent of buyers each week |
Skills and tools
Tools used day to day: Retail CRM software, MS Excel, WhatsApp Business, POS billing system, Loyalty platform.
Reporting line and career path
Next roles: Customer Relationship Manager, Store Manager, CRM Team Lead
Interview questions for a Customer Relationship Executive (Retail)
- How do you turn a one-time buyer into a repeat customer in a category like ours?
- A customer is angry about a delayed warranty claim. Walk me through how you calm them and fix it.
- What details do you capture at billing, and how do you keep the customer database clean?
- How would you plan a Diwali campaign for lapsed customers with a limited call list?
- Tell me about a time you recovered a customer who had decided never to return.
- Which loyalty offers work for high-value buyers, and which ones only cut into margin?
Managing a Customer Relationship Executive (Retail) in ZeniaHR
Hire and manage your retail and showroom team in one place
Post the role, onboard the new hire, and track attendance, leave and KRAs in ZeniaHR. Free for your first 50 employees.
Book a free demoSee pricingFrequently asked questions
What does a customer relationship executive do in retail?
A retail customer relationship executive looks after buyers after the sale. They maintain the customer database, enrol members into the loyalty programme, follow up on feedback and service, run festival offers and settle complaints. The aim is steady repeat business from customers the store already has, rather than only chasing new walk-ins.
What is the difference between a sales associate and a CRM executive?
A sales associate sells on the shop floor and closes the day's billing. A customer relationship executive owns what happens after that sale: loyalty, follow-up calls, complaint resolution and win-back of lapsed buyers. One drives the first purchase, the other drives the second, third and tenth.
What skills does a retail CRM executive need?
Clean data habits, comfort with CRM and Excel, and steady phone and WhatsApp follow-up. Add patience for complaint handling, courtesy under pressure and clear Hindi and English. Product knowledge for the category, whether jewellery, cars or pharmacy, helps the executive recommend the right repeat purchase and sound credible to the buyer.