Creating and measuring impact through customer relationship management and master data

Ville Krannila and Katja Lahti
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Ville Krannila: Head of CRM and Analytics, Aalto University, Advancement and Corporate Engagement, Finland
Katja Lahti: Senior Communications Specialist, Aalto University, Innovation Ecosystem Services, Finland

Journal of Education Advancement & Marketing, 2024, vol. 8, issue 4, 355-370

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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