Successful segmentation and partnership management with cross-unit CRM ecosystem

Ville Krannila
Aalto University

Introduction and aim of the workshop

• Successful segmentation, and partnership management with cross-unit CRM ecosystem.
• To know and nurture your partnerships: successful segmentation and partnership management with cross-unit CRM.
• How to climb towards CRM master data and carry out agile university and industry collaboration through segmentation.

Industry-university collaboration varies greatly in scope and function. In universities, this causes overlapping work in creating, sustaining and developing partnerships and maintaining high-quality customer service. Many focus on strategic partners at the expense of identifying and developing new prospects. Also, the “everything-to-everyone” aspect in marketing and customer service rarely enables sustainable partnerships.

Through the emphasis on data driven and strategy-based segmentation, we enable joint processes and cross-unit agility.CRM also enhances synergy and openness, breaks silos and streamlines processes.

Segmentation is important for understanding the core demographics of a university’s customer database. When designing a partnership model and segmenting accordingly, the understanding of multi-layered relations in partnerships is strengthened which creates a strong foothold for decision-making. At Aalto University, we aim to form a cohesive picture of partnership via master data and centralized segmentation.

In this interactive workshop, we will share our experiences at Aalto University and invite workshop participants to share theirs. We will look for answers to the following questions, among others:

• What does successful segmentation and CRM master data mean and require?
• How to enhance partnerships through cross-unit CRM ecosystem?
• What are the challenges of creating a successful CRM culture and CRM engagement?


We will decide on the final working methods once we know the amount of participants and the possibilities of the space. Options include gathering themes and questions beforehand and dissecting them after a short introduction and/or collecting ideas and best practices via group work. The gathering of input through an online system such as Kahoot, making sure results are in reporting format. Maximum 20 minutes will be used for the introduction, 40 minutes for the groups, and 30 minutes to summarize and to conclude.

Results and conclusions

Results are best practices, methods and concrete ideas for participants to take home. The workshop results and presentation will be edited into a presentable form and distributed to all participants.

Aalto University background

Aalto University is a multidisciplinary community of bold thinkers, where science and art meet technology and business. We are committed to identifying and solving grand societal challenges and building an innovative future. At Aalto, high-quality research, art, education and entrepreneurship are promoted hand in hand. In global university rankings, Aalto is at the top of its fields.

The university was established in 2010 when three leading Finnish universities, the Helsinki School of Economics, Helsinki University of Technology and the University of Art and Design Helsinki, were merged.