Human Managers Lag Behind Their CRM Technology
Why CRM is a good thing
Mercy Hospital. His demographic and about him to personalize the response.
experience profi le in the Institutional And as a good salesperson, he didn’t con-
Advancement database pegs him as a fuse the situation by off ering a brochure
Case 1 $10,000 annual donor. But the science or saying he’d call Trey back later with
Applicant: Hi, this is Joseph Porter III club got to him last week. Oops. A big a plan. He closed. Th e odds of Trey be-
from Baltimore. I have narrowed my col- one got away. coming an applicant or admit increased
lege choices and want to come visit. Th e benefi ts that dramatically.
Admissions: Th at’s great, Trey. How can accrue from ac- In case 2, the sci-
about the Saturday aft er next? You can curate, relevant and
There are established
ence club knew of
visit the new chemistry building in the accessible data are ob- Dr. Goergen, maybe
morning, grab some lunch with your vious in the fi rst case.
players like Datatel,
even that he was ac-
friends from McDonough and catch the In the second case, tive in co-curricular
match at 2:00. We’re playing Hopkins. merely having data on
Campus Management,
activities while at-
From a quick look at the CRM da- Dr. Goergen did not tending. But an
tabase, the admissions counselor knew overcome a typical
Three Rivers Systems
eager science club
Porter’s nickname, his prep school, his fl aw—lack of manage- president squan-
interest in chemistry and his personal ment of the relation-
and Oracle that offer
dered the opportu-
love of lacrosse. ship. nity for Institution-
Th e college’s stra-
Case 2
academic ERP solutions
al Advancement to
tegic enrollment man- catch a bigger fi sh.
Development: Hi Dr. Goergen, this is agement (SEM) in
with enterprise-wide
Th e failure was not
capital campaign chairperson Katherine Case 1 assured that a in the data or the
Wilson, and I would like to speak with counselor was avail-
CRM capabilities.
soft ware, but the
you about our plans for the new fi ne arts able to speak when use of them.
center we’re building. Trey called that night. A number of
Alumnus: Oh, I already gave $100 to the Trey had already been companies off er
science club last week. Bye. vetted and met admissions requirements, specialized solutions for campuses. For
Dr. Goergen, a 1995 biology/pre- so encouraging him to visit was worth instance, TargetX focuses solely on
med graduate, is the head of obstetrics at the eff ort. Th e counselor knew enough enrollment management. Enrollment
Q
&
A
WITH JEFF WENDT
ELENA LUBIMTSEV RENEE HERZING STEVE COOPER JOE KAKATY
SHELLEY SAUNDERS CLIFFORD ADELMAN SABRINA KAY LISA BECK
MICHAEL MACFARLANE BILL MCBRIDE JAMES MULLEN MILTON GREEN-
BERG GREG WARD JULIE SELANDER FELICE NUDELMAN STUART UDELL
PETER COHAN CHRIS RAMEY CARLO SALERNO SUE TODD LIZ MURPHY
LEONARD SCHLESINGER STEPHEN SPINELLI EMERSON WICK-
WIRE ERIC FRANK BRIAN COX KEN HORNE KAREN CURRERI
TODAY’S CAMPUS PUBLISHER JEFF WENDT TALKS WITH
INTERESTING PEOPLE IN HIGHER EDUCATION.
YOU’RE INVITED TO SHARE THE EXPERIENCE ONLINE.
WWW.TODAYSCAMPUS.COM/MINUTE
8 T
oday’s
C
ampus subscribe at no charge at
www.todayscampus.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68