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Case study: Customer Relationship Management (CRM)

Introduction to CRM
The opportunity: Better collaboration between departments in their engagement with external customers, partners and stakeholders

The University cultivates important relationships with a very wide range of individuals and organisations (e.g. businesses and corporates, community stakeholders, graduate employers, funders, alumni etc.). However, we have historically had no underpinning culture of relationship sharing in the University, and no coordinated and cohesive approach to data and relationship management. This has created inefficiencies and raised the risk of damage to the University’s relationships with both existing and prospective contacts.

The solution: A shared, centralised database providing integrated information on the University’s relationships with external stakeholders

In Autumn 2013, a pilot project was launched with the long-term vision of delivering an enterprise-wide Customer Relationship Management system for the University. The project’s key goal is the centralisation and sharing of external contact information and relationships across the University, and will cover the following departments:, Corporate Relations, Warwick Business School, Warwick Conferences, Student Careers and Skills and Development and Alumni Relations.


One of the University's Open Days held throughout the year

The outcome:

The CRM implementation is in relatively early stages but is already beginning to reap benefits in terms of better data management. CRM can best be understood as an enabler for the “Simplify, Collaborate, Deliver” way of thinking and operating – while the system will help to save time and money and will provide us with valuable shared business intelligence, it is ultimately built on people, relationships and effective processes. This is why a key focus for the project has been how CRM can catalyse a step-change in our culture, one that is marked by an open willingness to share information and manage important relationships across departmental boundaries.