The future of university collaboration through CRM and culture change, with Aalto University
In this episode, we are joined by Ville Krannila from Aalto University in Finland, to dive into their journey of implementing and embedding a CRM culture. Ville shares how Aalto is using CRM not just as a tool, but as a catalyst to break down silos, connect data across functions, and strengthen partnerships with industry and society.
From navigating cultural change and overcoming resistance to data sharing, to building step-by-step solutions that make collaboration smarter and more impactful, this conversation offers practical insights for universities striving to be more connected and manage partnerships more effectively.
You can read a summary below, and listen to the full interview in our podcast:
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Summary
Customer Relationship Management (CRM) systems are often hailed as the golden solution for external engagement in higher education. They promise to break silos, coordinate partnerships, and enable data-informed decisions. Yet, as Ville Krannila, Head of CRM and Analytics at Aalto University, explains, implementation is rarely straightforward. For Aalto, the journey has spanned years of experimentation, cultural shifts, and continuous learning.
Building the Foundation
Aalto’s CRM journey began with a strong strategic decision: Management made CRM a spearhead of the university’s digitalisation strategy. Unlike many institutions where responsibility is fragmented, Aalto created a dedicated unit combining alumni relations, corporate engagement, fundraising, career services and, more importantly, a CRM and analytics team.
This structure gave the initiative resources, a clear business owner, and committed leadership support. According to Ville, these elements were crucial.
“In order to have a successful CRM, you need investment, resources, and commitment.”
Beyond the tool: Changing perceptions
A major challenge has been shifting the perception of CRM from “just a tool” to a broader process and cultural approach. Many users initially saw CRM only as a technical system. To counter this, Aalto focused on an onboarding that started with needs assessment: Understanding partners, customers, and processes before introducing data and technology.
By embedding CRM into core university processes, from innovation management to alumni engagement, Aalto helped faculties and service units see the value of shared data. Reports and KPIs then made visible how activities connected across the institution, encouraging cross-silo collaboration.
Start small, grow gradually
For universities looking to follow a similar path, Krannila advises against trying to “boil the ocean”. Aalto began with alumni engagement and corporate collaboration before slowly expanding into areas like fundraising and innovation management. This approach not only builds capacity step by step but also produces tangible results that justify further investment.
“Pick one area, do it well, and then gradually expand.”
Overcoming data sharing barriers
One of the toughest cultural hurdles has been data ownership. Academics and staff often worry about losing control of their contacts. Aalto tackled this by focusing on the benefits of sharing, both for partners and for the institution. For example, new professors could access CRM data to quickly connect with industry networks, creating a positive experience that reduced resistance.
The university also emphasised GDPR compliance while encouraging a mindset shift: Rather than fearing risks of sharing, staff should consider the risks of not sharing.
Data in service of partnerships
At the heart of Aalto’s approach is the principle that CRM should help the university serve its partners better. Data is not an end in itself, but a way to enhance relationships. By producing clear reports, such as how many theses students completed with a particular company, Aalto has even surprised partners with insights they didn’t have themselves.
“At the end of the day, the goal is to understand our partners better and serve them better.”
Balancing data and human relationships
While CRM provides valuable insights, Aalto recognises the danger of over-reliance on data. Reports are only as good as the KPIs and strategies behind them. To avoid empty metrics, Aalto ensures that each dataset connects to clear actions and decisions.
This balance helps the university remain data-driven without losing sight of the human relationships that ultimately sustain partnerships.
Lessons for other universities
Reflecting on Aalto’s journey, Krannila offers three key lessons for universities embarking on CRM implementation:
- Start focused, expand gradually: Pick one area, do it well, and build from there.
- Secure ownership and commitment: Define a business owner, set clear targets, and ensure management is fully behind the initiative.
- Adopt a solution mindset: Don’t fear failure; treat it as learning. View technology not as an obstacle, but as an enabler.
Looking ahead
After eight years of progress, Aalto’s CRM system is still evolving. For Ville, this ongoing journey reflects both the complexity and the promise of CRM in higher education: a long-term investment in data, culture, and connection.
Ready for more?
Curious to see how other universities are rethinking collaboration? Check out Why the University of South Australia is placing partners at the centre of its strategy, with a dedicated Enterprise Hub designed to make engagement seamless and effective.
From another angle, What’s hindering university-industry engagement? Insights from the UIIN Community highlights the barriers that continue to limit collaboration, from cultural resistance to misaligned timelines, and explores what it takes to overcome them.
Stay tuned for the next episode on this series and don’t forget to follow us on your preferred podcast platform!
