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Business Engagement
with Agresso CRM
Benefits of a
CRM system
Sandra Macpherson
[email protected]
What do we mean by
Business Engagement?
• Sources of Revenue:
Commercialisation of Research
Consultancy/Product Related Services
CPD Courses/Work Based Learning
Facilities Hire
Knowledge Transfer
• Non Revenue Related
– Student Placements/Employment/Creative Presence
– Visiting Lecturers
The Customer Viewpoint
• Universities Can Provide Many Things But Must :
Understand Our Business
Talk ‘Our Language’
Be Responsive & Reliable
Act Like a Business
Be Available When We Are Working
The Challenge
Find a way to meet our needs and the customers’
So What Do We Do?
Implement a CRM System! Find a supplier and away we
• That will solve all our problems (or will it?)
Sometimes That Isn’t Enough
People, Process, Technology
However great the system is, it cannot succeed
if the people and processes don’t work
Attitude and Approach
• Culture change often needed
• Don’t assume academics know how to talk to
• Look outside in not inside out
• Put the customer at the heart of everything
How Can a CRM System
What are the benefits?
• Depends who you are!
Strategic Benefits
• Increased efficiency, less duplication of effort, removal of ‘silos’
• Better understanding of the ‘customer’ base
• Ability to achieve better returns from targeted marketing
• Increased opportunities to develop individual relationships into
mutually beneficial strategic partnerships
• Improved ability to identify trends and produce forecasts and
predictions so anticipate customer needs
Who cares about these
The Vice Chancellor ?
Senior Management ?
Business Development Staff ?
The Customers ?
Finance ?
• Other staff?
The Key to Achieving
Strategic Benefits
Finding Benefits For Individual Users:
• Benefits are in the eye of the beholder
• The benefits at an operational level are often quite
different to the strategic benefits
Operational Benefits
These will vary be area and user
• Find out what causes ‘pain’
• Use CRM to help
• Examples:
Managing enquiries and follow ups
Storing case study materials with bids
Managing student ambassador records
Points of contact and roles for projects
A centralised CRM system is key to managing business
engagement but:
• The appropriate people and processes must be in place
too including support from senior staff
• There must be some benefits to the ordinary users or
they won’t use the system which means the strategic
level benefits can’t be achieved
• It is often the little extra’s that make all the difference

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