HHuummaan M Mananagegers
LLaagg B Behhinindd Th Theeirir
CRRM TM Techhnonologgyy
The ability of sophisticated CRM to collect
and use mounds of data is leapfrogging the
human managers’ capability to manage it
ampuses are embracing
C
CRM technology to increase
communications and improve
processes in their admissions,
alumni and development of-
fi ces. In the business world,
CRM is an acronym for Cus-
tomer Relationship Manage-
ment. On campus, the word ‘Constituent’ sometimes makes
Prospect
the product more palatable.
Applicant
Some campuses acquired and became accustomed to
stand-alone CRM solutions, and they may have integrated
Admit
them successfully with student information and/or ERP
Matriculant
systems. Ambitious campuses are removing the fi rewalls
Alumnus
between departmental systems to create a 360 degree view.
Meanwhile, the savviest campus managers are emphasizing Donor
less the quantity of data they collect,
Returning student
and directing their eff orts to analyz-
ing and strategically utilizing truly
Business partner
valuable information. As the moniker
Employee
says—a modern manager wants to man-
age the relationship with the constituent
Parent
throughout his or her lifecycle:
Legacy
By Tom Robinson
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