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From legacy systems to modernisation: A case study on migrating to a new customer relationship management system
Journal of Education Advancement & Marketing,
9
(1),
51-59
(2024)
Abstract
This paper presents a case study of how one mid-size institution of higher education found themselves modernising their database of record with a new customer relationship management (CRM) system, while managing the realities of limited funding and staffing, changing strategies and organisational legacies of longstanding policies and processes. At their core, changes to systems are organisational changes. Software systems are updated in line with the changing technological improvements in global cultures and their intersection with the evolving needs of institutional strategies. At its best, a system and software update's primary purposes are to serve and amplify the people who design, build and work within those systems. As with everything involving change, there needs to be an honest assessment of the organisation's strengths and weaknesses in the areas of cultural readiness for the necessary human engagement and support for the updated systems, an actionable plan hung firmly on the vision and strategies outlining the specified changes and, most crucially, an evolving staffing alignment of skilled professionals to business needs. CRM conversions are a worthy test of these three essential pillars of successful systems change.
Keywords: advancement services; systems change; customer relationship management; CRM conversions; organisational readiness; data migrations; CRM staffing
The full article is available to subscribers to the journal.
Author's Biography
Christian Elsberry holds the role of Associate Vice President of Advancement Services at the University of Idaho. With an 18-year tenure in higher education, her roles include senior management in the areas of finance, budget, operations, research and, currently, advancement. Christian has served as a guest lecturer on customer relationship management systems, presented at national conferences on strategic planning and actively engages in leadership mentoring. Her overarching mission is to distil intricate narratives and democratise data for inclusive conversations, empowering users to leverage information and enact impactful change.
Trevor Price as Director of Prospect Management and Research, holds 15 years of advancement experience, steering areas such as prospect management, advancement records, reporting and analytics. His academic journey, culminating in a BA and MBA from Washington State University, amplifies his goal in aligning academia with real-world advancement dynamics. Trevor actively engages with the advancement community as a speaker at Association of Professional Researchers for Advancement events. His goal is to leverage strategic expertise and innovation, driving sustainable advancement solutions that empower organisations to achieve sustainable growth and lasting impact.
