Although a number of departments around the University already use a variety of CRM software, to date there has not been any cohesive approach to joining up departments and the ways in which they interact with their customers. This has led to an uncoordinated approach to customers, inefficient processes and risk of damage to the University’s relationships as well as its reputation.
The University has decided to invest in a new CRM system to provide the technology that can act as an enabler for several things:
- More collaborative working across departmental boundaries;
- The centralisation and sharing of relationships and information across the institution; and
- How this might pave the way to much better customer engagement and business relationships.
The investment in CRM technology signals the University’s move towards a change in culture that embodies and supports the “Simplify, Collaborate, Deliver” agenda.