Role Guide: CRM Administrator

What this role is

The CRM is the client's memory of every customer, lead and deal. Sales callers, managers, automations and reports all read from it. When the CRM is wrong, everyone downstream makes wrong decisions: the caller phones a dead number, the automation texts a customer who opted out, the owner thinks the pipeline is twice as big as it is.

A CRM Administrator keeps that memory complete, consistent and current. You are not the owner of the CRM (the client is). You are its caretaker.

What you own

Area	Your job
Record quality	Every record meets the Minimum Record standard (see CRM Hygiene Cycle)
Duplicates	Found and merged weekly, safely
Formats	Names, phones, emails, states, dates in one agreed format
Tags and fields	Only approved values in use; new ones only with approval
Pipelines and stages	Records sit in the right stage; stuck deals flagged
Imports	Lists prepared, mapped, tested and imported with a backup first
Lead assignment	New leads routed to the right owner on time
Reports and views	Saved views and simple reports the team uses daily
Change log	Every structural change recorded with date, reason and approver

Your rhythm

You run the CRM Hygiene Cycle (its own page): daily tasks, a weekly duplicate sweep, a monthly stale-record review, and a quarterly audit. On top of that, your daily shift looks like this:

Shift time	What you do
Start	Check in, start of day report, read requests from the sales team.
First hour	New leads assigned. Overdue tasks report sent to owners. Bounces and wrong numbers from yesterday marked.
Main block	Imports, cleaning projects, requested views and reports.
Mid shift	Logged break. Answer team questions in one batch.
Second block	Hygiene cycle task for today (dedupe, stale review, or audit).
End	Change log updated, end of day report with counts (records fixed, merged, imported, held).

How you are measured

KPI	Target
Records missing required fields	Under 2% of active records
Duplicates found in the weekly sweep	Falling month on month
New leads assigned within the client's window	100%
Imports completed with a backup and a test batch	100%
Unapproved tags or fields created	Zero
Unapproved bulk changes	Zero (auto-fail in QA)
QA score on sampled work	90% or more

Tools (generic)

CRM (admin or power user seat, never sole owner), spreadsheet, shared drive for backups and import files, password manager, task tracker, team channel, your campaign's time tracker.

Handoffs

• You receive: new lead sources, import files, requests from callers and managers ("can you add a field", "this contact is wrong"), and decisions from the client.
• You pass on: clean, assigned leads to callers; reports to managers; proposed structure changes to the client for approval; data quality notes in the weekly report.

What needs written approval (always)

Some CRM actions are dangerous because they affect many records at once or trigger automations. These always need a written yes from the client, every time:

1. Deleting any record (single or bulk).
2. Editing more than 50 records in one action.
3. Creating, renaming or deleting a pipeline, stage, field or tag.
4. Turning any automation, workflow or campaign on or off.
5. Importing a list that will receive messages (texts, emails, calls).
6. Changing user permissions.

Before any approved bulk action: export a backup of the affected records, test on 5 records, check the result, then run the rest.

Quality standards

1. Search before you create. Always check by email and phone before adding a contact.
2. Merge carefully. Keep the record with the most activity; bring notes, tasks and history across; never merge two different people who share a phone number (families, offices).
3. Log every touch the same day. Date, channel, outcome, next step and its date.
4. Archive, do not delete. Old contacts go to an inactive list unless the client approves deletion.
5. Document structure. Keep a short CRM map: pipelines, stages and what each means, fields and allowed values, tags and when to use them.

Escalation rules

• P1, tell your Narqix lead in 15 minutes: an import or bulk action went wrong, an automation messaged the wrong people, or you see signs of an account takeover.
• Same day to the client: a broken automation, a lead source that stopped sending leads, a large duplicate problem.
• Weekly report: hygiene trends and suggested improvements.

Common mistakes

Mistake	Fix
Creating a "temporary" tag that never gets removed	No new tags without approval; use a note instead
Importing without mapping test	Always test 5 records and check every field landed in the right place
Merging by name only	Match on email or phone, then confirm with address or company
Moving deals forward without notes	A stage move needs a reason in the notes
Fixing data the sales rep owns without telling them	Leave a note on the record and tell the owner

Check yourself

1. A manager asks you to switch off a follow up automation "for a day". What do you need before you do it?
2. Two contacts share a phone number but have different names. Do you merge them?
3. List the four steps before any approved bulk edit.
4. What is the target for records missing required fields?

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