What Do CRM Consultants Do? Job Responsibilities, Salary, Required Skills, and Useful Certifications Explained

“What kind of work does a CRM consultant do?”
“What is the salary and career path of a CRM consultant?”

Do you have questions like these?

This article addresses those questions in the following order:

• The job responsibilities, salary, and future prospects of a CRM consultant
• Skills required and useful certifications for CRM consultants
• Career paths and job posting examples for CRM consultants

We also introduce steps for becoming a CRM consultant from scratch, so if you are interested in the CRM field, please read to the end.

What Is a CRM Consultant?

Let’s start by reviewing the basics of what a CRM consultant is.

What Is CRM?

CRM (Customer Relationship Management) is a concept for managing relationships with clients.

It was first proposed in the United States in the late 1990s, and Japanese companies began adopting it around the same time. Today, the systems and tools used to implement CRM are also often referred to as “CRM.”

In recent years, consumer needs have diversified, making customer behavior analysis and marketing strategy increasingly important. By implementing a CRM system, companies can not only improve the accuracy of customer analysis but also streamline customer information management.

Furthermore, since acquiring new customers requires significant cost and time, more companies are focusing on improving LTV (the profit a customer generates over the period they use a product or service). This is the background behind the growing interest in CRM among businesses.

The Role of a CRM Consultant

A CRM consultant is a specialist who optimizes a company’s CRM (Customer Relationship Management) and contributes to improving LTV (Customer Lifetime Value).

They support clients through a wide range of activities, including formulating strategies to retain loyal customers, providing end-to-end support from CRM tool selection to implementation, and developing strategies based on detailed analysis of customer data.

Building long-term relationships with customers is essential for the sustainable growth of any company. CRM consultants are expected to provide total support—from strategy to execution—so that companies can achieve customer-centric management.

Demand and Future Prospects for CRM Consultants

To put it simply, CRM consulting is a field with strong future prospects.

In recent years, the advancement of DX (Digital Transformation) has led to an increase in companies implementing CRM systems. Investment aimed at maximizing LTV and advancing customer management is spreading, and the overall CRM market is on an expanding trend.

In fact, according to IDC research, Japan’s domestic CRM application market is projected to grow at a compound annual growth rate of 9.6% from 2023 to 2028, reaching approximately 395 billion yen by 2028.

On the other hand, many companies that have implemented CRM are not fully utilizing it, with a notable lack of internal knowledge and operational know-how.

For this reason, the importance of CRM consultants who possess specialized CRM knowledge and can provide appropriate operational support and improvement proposals will continue to grow.

Reference: IDC Japan, “Announcing Forecasts for the Domestic Customer Experience (CX) Related Software / CRM Application Market and Domestic CX Transformation Services”

Job Responsibilities of a CRM Consultant

The main job responsibilities of a CRM consultant are as follows.

Let’s explain the specific details of each.

Sales Reform

Sales reform refers to efforts to review the structure, methods, and business processes of a sales organization in order to achieve higher results.

CRM consultants primarily provide the following types of support.

The sales department is a division that has contact with a wide range of customers, from prospective to existing. Improving the quality of sales activities is essential for CRM to function effectively.

Deepening understanding of customers through sales reform and supporting the building of long-term relationships is an important role of the CRM consultant.

Marketing Strategy

CRM consultants support client companies in formulating their marketing strategies.

Their main role is to clarify the target audience based on customer data and design and propose initiatives that lead to results.

Specific tasks are as follows.

Marketing methods are evolving every day, and CRM consultants are required to have the ability to always keep up with the latest trends and build effective, executable strategies.

DX Support

DX (Digital Transformation) refers to efforts to improve operational efficiency and services by leveraging digital technology. Many companies are beginning to invest heavily in DX as part of their efforts to strengthen competitiveness.

CRM consultants primarily provide support for DX in customer management.

Specific tasks include the following.

As digitalization of customer touchpoints progresses, the role of consultants with CRM expertise is becoming increasingly important.

Customer Analysis

CRM consultants analyze customer information and propose strategies that can be applied to a company’s marketing and sales activities.

In particular, executing initiatives tailored to each individual customer requires data-driven judgment and the ability to make concrete proposals based on analysis results.

The main tasks related to customer analysis are as follows.

Note that while the spread of AI and digital tools has expanded the scope of data utilization, not everything can be automated, and there are many situations where expert human judgment remains critical.

Customer Experience

Customer experience refers to the overall experience a customer has through using a product or service. From gathering information before a purchase to after-sales support, everything is directly tied to customer satisfaction.

CRM consultants propose reviews of customer touchpoints and improvements to initiatives in order to enhance the customer experience.

The main tasks are as follows.

Through these efforts, they work to improve customer satisfaction and the desire to continue using services, contributing to maximizing the company’s LTV.

Average Salary of a CRM Consultant

The salary of a CRM consultant varies depending on the size of the company, position, and skills, but the estimated average salary ranges are as follows.

Position	Average Annual Salary
Analyst / Consultant	5 million – 9 million yen
Manager	10 million – 12 million yen
Director / Partner	15 million yen and above

However, in merit-based consulting firms, it is not uncommon for talented junior staff to become managers and earn more than employees with longer tenures. Therefore, the average salaries above are only rough estimates.

For details on consultant positions and their respective salaries, please refer to the following article.

Work Style of a CRM Consultant

The work style of a CRM consultant varies depending on their employer and the nature of the project. In recent years, hybrid work combining remote and in-office arrangements has become the mainstream, and it is not uncommon for consultants to work from home several days a week.

However, during implementation support and business design phases, consultants often work on-site at the client’s location. When working with companies in regional areas, short business trips may be required, and flexibility is needed in those situations.

Once a project is complete, transitioning to a work style centered around the company office or remote work is also possible. Recently, more companies are introducing flexible work arrangements, making it easier to work in a way that fits one’s personal lifestyle.

Skills Required of a CRM Consultant

CRM consultants are required to have the following skills.

Let’s explain each skill in detail.

Logical Thinking

Logical thinking (logical reasoning) is one of the indispensable skills for a CRM consultant. Logical thinking refers to the skill of understanding complex matters in a simple way and thinking in a structured, reasoned manner.

The challenges clients face are increasingly complex, and it can take time to analyze situations. In such situations, logical thinking plays a crucial role in efficiently deriving solutions.

Conversely, if logical thinking is insufficient, thinking can become vague and it becomes difficult to make solutions convincing.

Communication Skills

Communication skills are an indispensable skill for consultant-related roles, including CRM consultants.

Consultants interact frequently with many people, including clients, staff at overseas offices, team members, and specialists. Inefficient communication can not only delay work but also cause inconvenience to others.

Furthermore, to grasp not just surface-level issues but the deeper needs of clients, the ability to gather information through communication is essential.

Presentation Skills

CRM consultants are required to have presentation skills to convey proposal content accurately and clearly. No matter how excellent an idea is, if the way it is conveyed is vague, the audience will not understand it and trust cannot be gained.

In presentations, a logical structure, visually communicative materials, and a speaking style adapted to the audience’s level of understanding are important.

Also, the ability to flexibly adjust content according to the industry and challenges of the client company is essential.

Document Creation Skills

Document creation skills are one of the essential practical skills for a CRM consultant. Also known as documentation skills, they require the ability to convey the necessary information to the other party accurately and in a clear, easy-to-read format.

During proposals, it is important to complement verbal explanations with well-structured materials. This requires not only writing ability, but also the ability to organize and visualize information by effectively using charts and graphs.

Furthermore, flexibility to adjust the structure based on the audience’s position and level of knowledge is also necessary. The quality of materials greatly influences how proposals are received, and is directly tied to credibility as a consultant.

Facilitation Skills

Facilitation skills refer to the skill of smoothly managing the progress of meetings and discussions, drawing out participants’ opinions while promoting consensus building. It can be described as taking the helm of a discussion.

CRM consultants hold meetings with stakeholders from various positions involved in a project, making facilitation skills extremely important.

This includes adjusting the pace of meetings to prevent them from running too long, encouraging participants to share their opinions at appropriate times, and the ability to read the atmosphere and respond flexibly.

The ability to keep the overall objective in mind and summarize discussions according to the key points is also essential. Since the quality of consensus building is greatly influenced by facilitation skill, it is one of the must-have skills to develop as a CRM consultant.

Marketing Acumen

Marketing acumen is one of the essential specialist skills for a CRM consultant. It requires a strategic perspective—using customer data to select targets, design channels, and build overall initiatives.

In particular, without understanding the flow of sales and marketing, it is difficult to make proposals that meet client expectations. The ability to combine on-the-ground sensibility with analytical power to build results-driven systems is required.

It is also important to ensure proposals don’t remain theoretical, and whether you can design with an eye toward the implementation phase matters greatly. The ability to consistently support from strategy through execution is what enhances the value of a CRM consultant.

4 Useful Certifications for CRM Consultants

Obtaining certifications is not a requirement to become a CRM consultant.

However, obtaining the following certifications can help you apply specialized knowledge to your work.

Here is an introduction to certifications that are useful for CRM consultant work.

MBA

An MBA (Master of Business Administration) is a degree meaning “Master of Business Administration”. It involves systematically studying a broad range of business knowledge at graduate schools or business schools, including business strategy, marketing, and finance.

For those working as CRM consultants, it is also valuable as a foundation for making proposals that go beyond customer relationships and address the company’s overall challenges.

In recent years, as Japanese companies have become more globalized, an increasing number of business professionals are obtaining MBAs from overseas universities.

Small and Medium Enterprise Management Consultant (SME Consultant)

The SME Management Consultant (中小企業診断士) is a specialist who analyzes and diagnoses management challenges faced by small and medium-sized enterprises and proposes improvement measures. It is a national qualification based on Article 11 of the “Small and Medium Enterprise Support Act,” and registration with the Minister of Economy, Trade and Industry is required.

Through studying for the SME Management Consultant exam, you develop the ability to view companies comprehensively from multiple perspectives, including management strategy, finance, and human resources. All of this knowledge is highly beneficial when approaching client challenges from multiple angles as a CRM consultant.

Furthermore, holding a national qualification itself can give clients a sense of security and help build trust.

Salesforce Certified Credentials

Salesforce Certified Credentials are private-sector qualifications that certify knowledge and skills related to operating and building the CRM platform “Salesforce”. They are officially certified by Salesforce and are valued as an indicator of practical proficiency.

Since CRM consultants are often responsible for supporting client companies in implementing and utilizing Salesforce, obtaining Salesforce certifications can broaden the scope of work available.

Because you can systematically understand product specifications, configuration methods, and operational precautions, you tend to be recognized as an immediately effective contributor, and there is a greater tendency for opportunities to join projects to increase.

TOEIC or TOEFL

For those who want to work globally as a CRM consultant, obtaining language qualifications such as TOEIC or TOEFL can be a major advantage.

Particularly in overseas projects where English document creation and meeting participation are required, a certain level of language proficiency is often a prerequisite.

Having English proficiency enables smoother coordination with overseas offices and assignment to international projects.

Additionally, some companies have systems in place to provide language skill allowances based on TOEIC scores, making it a qualification that tends to be evaluated favorably from a compensation standpoint as well.

Career Paths for CRM Consultants

There are mainly three career paths after gaining experience as a CRM consultant.

Let’s explain the characteristics of each career path.

Advance Expertise and Position Within the Same Company

One career path for CRM consultants is to deepen their expertise within the company while advancing to higher positions.

For example, at the manager level, they take on a central role in team management, overseeing the overall progress of projects as well as costs, schedules, and tasks.

On the other hand, there is also the path of specializing in a specific area and building a career as a specialist in data analysis or CRM design. Individuals who continue to hone their expertise from a position close to the field are also important assets to any company.

Change Jobs to a Different Industry or Company

After developing specialized skills as a CRM consultant, changing jobs in pursuit of further growth is another option.

Moving to a different consulting firm that specializes in an area you are interested in allows you to pursue a higher level of expertise.

It is also possible to leverage practical experience gained in the CRM field to expand your career into a different industry or job type. In roles such as sales planning, marketing, and business development, skills such as analytical ability and proposal skills tend to be highly valued.

Go Independent or Start a Business as a Freelancer

One career path for CRM consultants is to go independent, start a business, and work as a freelancer. This is a style of working on client support without belonging to a company, based on your own discretion.

In particular, professionals with extensive practical experience in CRM tool implementation support and customer strategy planning are highly valued in the freelance market and can take on high-value projects leveraging their expertise.

In addition, the ability to achieve a flexible working style free from restrictions on working hours and location is a significant attraction. For those who want to broaden the scope of client work while increasing independence as a business, this is a strong option worth considering.

How to Become a CRM Consultant: Steps for a Successful Career Change

If you are considering a career change to become a CRM consultant, we recommend proceeding with your preparation in the following steps.

Let’s explain in detail what you should specifically do.

Acquire the Knowledge and Skills Needed for CRM Consulting

If you are aiming for a career change to become a CRM consultant, acquiring the necessary knowledge and skills is the first step.

If you already have experience in CRM work, try to be conscious of improving your problem-solving and proposal skills through practical experience.

If you are a newcomer to the field, it is a good idea to start with the following steps.

Knowledge and tool understanding gained through these actions becomes compelling material to present during the selection process. “How you took action and deepened your learning” is what makes the difference in evaluations, more so than the sheer volume of knowledge.

Demonstrate Your Expertise Through Certifications and Work History

To succeed in a career change to become a CRM consultant, it is important to clearly communicate your expertise through your work history and obtained certifications.

Particularly effective is specifically demonstrating the following types of experiences and achievements.

Organizing this information in a way that is easy for hiring managers to understand makes it easier to leave the impression that you are someone who can be an immediate asset after joining. Rather than just listing your experience on the surface, focus on appealing to what value you can provide.

Leverage Recruitment Agencies Specializing in Consulting Career Transitions

If you are aiming for a career change to become a CRM consultant, utilizing the support of a recruitment agency specializing in the industry is one approach.
With an agent who is well-versed in the consulting industry, in addition to introducing non-public job openings, you can receive comprehensive support including resume review and interview preparation.

For example, “ConsulNext.jp,” operated by our company, handles a wide range of job openings at firms with strong CRM expertise and positions open to candidates without prior experience.

Specialized advisors provide advice tailored to each person’s experience and aspirations, so please make use of this service if you want to efficiently advance your career change.

CRM Consultant Job Posting Examples

So, what kinds of job postings are available for CRM consultants?

Below, we introduce examples of job postings for CRM consultants.

Job Posting Example 1: IT Systems Venture Company

The first example is a job posting from a venture company. The job responsibilities include creating proposal materials and estimates for system implementation, creating system overview diagrams, and planning and proposing cloud utilization.

Past project themes include support for marketing DX, call center DX, and smart city disaster prevention DX.

Job Posting Example 2: Major Consulting Firm

The next example is a job posting from a major consulting firm.

The main job responsibilities include consulting in areas such as customer experience, marketing, sales, and customer service. You can be involved in a wide range of projects, including globalization and system implementation.

Job Posting Example 3: Major Global IT Company

The next job posting example is from a major global IT company. The main work involves consulting services centered on the marketing domain.

Project themes range widely, including customer data integration and digital marketing platform construction.

【Detailed Conditions】

Job Title	Digital Marketing / CRM Consultant
Annual Salary	8 million – 18 million yen
Remote Work	Available
Required Skills	・Logical thinking and English communication skills ・Leadership skills ・Experience in consulting projects in the digital marketing domain

Job Posting Example 4: Software Development Venture Company

The final job posting example is from a venture company engaged in software development.

This role involves solving challenges in areas such as digital marketing and channel systems, and handles everything from system development through to release.

Examples of Companies with CRM Consulting Divisions

Here we introduce examples of companies that have CRM consulting divisions.

PwC Consulting

PwC Consulting is a major consulting firm that is one of the “Big Four” global accounting firms. It provides a wide range of consulting services leveraging its global network.

In the CRM field, a Customer Transformation team has been established, offering a wide range of services including CX design, digital sales reform, customer service enhancement, and Salesforce implementation support.

With a wealth of global projects and large-scale project experience, their cross-industry proposal capabilities are a key strength.

Accenture

Accenture is a global consulting firm headquartered in Dublin, Ireland, with its Japanese subsidiary established in 1995.

In the CRM field, it leverages its partnership with Salesforce to support everything from system implementation to business reform. In 2023, the company also began working on generative AI applications for CRM, demonstrating its proactive approach to adopting advanced technologies.

The firm also offers a specialized job title of Salesforce Consultant, reflecting its commitment to developing CRM-focused talent.

ABeam Consulting

ABeam Consulting is a Japan-based global consulting firm established in 1981. Under the motto “From Asia to the World,” it supports a wide range of companies both domestically and internationally.

In the CRM space, the firm provides services in the CX (customer experience / sales support) domain. It focuses on optimizing customer touchpoints, spanning marketing, sales reform, and customer service enhancement.

With implementation experience across diverse industries including finance, public sector, and IT, it is capable of providing support leveraging industry-specific expertise.

Deloitte Tohmatsu (formerly Deloitte Tohmatsu Consulting)

Deloitte Tohmatsu is a combined entity that includes Deloitte Tohmatsu Consulting, one of the “Big Four”. The parent organization was founded in London, and the current global headquarters is in New York, USA.

The customer-related divisions consist of three groups: “Customer Technology,” “Customer Strategy Operation,” and “Customer Technology,” with the one most closely aligned to CRM being the “Customer Technology” division, which primarily supports the implementation and operation of Salesforce.

Particularly strong in integrated support for large enterprises, they also address global CRM strategy formulation.

EY Strategy & Consulting

EY Strategy & Consulting is a consulting firm belonging to the EY Group, one of the Big Four. It operates on a global scale with offices in over 150 countries.

In the CRM domain, the firm focuses on areas such as Experience Lead Transformation (transformation led by the customer experience), Digital Marketing Transformation (rebuilding digital marketing strategy), and Brand Governance (overall brand management).

The firm is known for its strengths in customer experience design leveraging a global perspective and digital technology.

KPMG Consulting

KPMG Consulting is a UK-founded consulting firm and one of the “Big Four”. Currently headquartered in Amstelveen, the Netherlands, it operates globally.

In the CRM field, it provides customer strategy planning and execution support. Specific services include business process reform, IT system construction, and Salesforce implementation support.

The firm excels in execution support through the integration of strategy and IT, and is capable of responding to transformation at the operational level as well.

Frequently Asked Questions About CRM Consultants

Here is a summary of frequently asked questions about CRM consultants and their answers.

Please refer to this if you are considering a career change to become a CRM consultant.

Summary

In this article, we explained the basic knowledge related to CRM consultants for those interested in the profession.

A CRM consultant is a consultant who supports clients in building strong relationships with their customers through system implementation, marketing strategy planning, and more.

As more companies strengthen their DX initiatives, the demand for CRM consultants with specialized knowledge of CRM tools and systems is on the rise.

ConsulNext.jp offers an extensive range of consultant-related job postings, including those for CRM consultants. Please start by applying for a free career consultation.