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Creating and measuring impact through customer relationship management and master data
Journal of Education Advancement & Marketing,
8
(4),
355-370
(2024)
Abstract
Aalto University has gradually, over a six-year timespan, implemented a ‘one CRM’ policy which integrates not only alumni and donors, but also partner companies, externally funded research projects, start-ups emerging from the innovation ecosystem and customers of campus services into a single customer relationship management (CRM) system. While results have been encouraging, this has not taken place without various sets of challenges. What is the impact of all this on processes, analytics, decision making, communications and mindset? In this paper, the writers will share their hands-on experience of how this has unfolded.
Keywords: customer relationship management; impact; partnerships; master data; change management; segmentation
The full article is available to subscribers to the journal.
Author's Biography
Ville Krannila is Head of CRM and Analytics at Aalto University in Finland. He has over 20 years of experience in multi-tasking on a digital level, CRM projects, CRM training, CRM strategy and system enhancement mostly in the public sector and the educational field. He is currently implementing CRM culture and processes within various functions throughout Aalto University.
Katja Lahti is a senior-level communications strategist and team lead with an extensive background in data-driven storytelling, sustainability and consumer behaviour. At Aalto University, she is coordinating an impact communications project focusing on research-based innovation ecosystem and data set mapping for insights.
