Rx, built on the salesforce.com plat- continue to reside in the same data- Answer(s). Cost. Data migration. People
form blends a traditional CRM with base—with a diff erent relationship man- problems.
essential Student Information System ager. Perhaps Trey might want to return
(SIS) functionality.  Newer and smaller as a graduate student, or for continuing A complete transition to a CRM-driv-
companies are migrating their product ed. Perhaps he’ll stay on and teach where en ERP costs millions or even tens of
lines to address the broader need. Con- he once studied chemistry. Or, as a busi- millions. For a small school or a cash-
tinuum from Group 422 CRM operates ness partner, he may help a grad student strapped public university, that may be
on the Microsoft platform and purports commercialize a discovery. At some ap- untenable. However, at some point, the
to span student information, alumni propriate point, the development offi ce bullet must be bitten. Many of the ad-
and fund-raising. Finally, there are es- can determine if, when, how and how missions systems in place today were
tablished players like Datatel, Campus much to ask Trey to invest in his alma designed and built 20 years ago. Tim
Management, Th ree Rivers Systems and mater. Gilbert, senior vice president at Cam-
Oracle that off er academic ERP solu- “Th e biggest threat to a successful pus Management Corporation, believes
tions with enterprise-wide CRM capa- CRM program is losing people in this single-instances of CRM databases—
bilities. mobile society,” says Liz Murphy, chief that is, one per department or institution
True enterprise CRM transcends the client offi cer at Datatel. “Th e expanded within a system—are doomed to fail, as
narrow traditional view: partial or tem- leverage with the web and social media the schools “leave and layer” applications
porary constituent relations. Th e cam- enables the institution to reach out— and databases upon one another.
pus that manages relationships will keep through Twitter or Facebook, for in- Gilbert also cautions, “Enterprise
tracking Trey Porter as he matriculates. stance. Engage graduates with career CRM does not mean the institution gets
Warning signs like missed attendance or help, and you continue to build the organized and writes the vendor one large
low grades will be noticed in time to get brand.” check to get a better price.  Enterprise
advisors involved. His co- or extracurric- CRM means that multiple departments,
ular activities can be useful throughout Easier said than done campuses, the foundation and alumni as-
his attendance and aft erward. Question. With the obvious advantag- sociation all point at a single version of the
When Trey graduates the alumni as- es, why isn’t every institution convert- truth about the constituent.”
sociation will know about it, and he’ll ing to CRM? Th e truth relies on data, and there are
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