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Relationship Management VU Amsterdam

Last updated on 27 August 2024
For its relationship management, VU Amsterdam uses the Customer Relationship Management (CRM-)system Selligent.

The Communication & Marketing (C&M) department of VU Amsterdam is the owner of the Selligent system. All management and deployment of the system is handled by the CRM Marketing team. This multidisciplinary team consists of employees from both the IT department and C&M.

Selligent Customer Data Management (CDM)

VU Amsterdam uses Selligent Customer Data Management (CDM) as a CRM system to maintain and manage relationships and interactions with prospective students, students/participants and employees. The system supports:

  • Building a sustainable relationship with various target groups;
  • Various relationship management processes, such as student recruitment and communication with a wide range of the university's relationships.

Selligent CDM retrieves relevant data for students and employees from the student administration (SAP SLcM) and the employee registration (SAP SF). This data is safeguarded and used in accordance with GDPR standards

Marigold Campaign (formerly SMC)

Linked to CDM is the Campaign-application from Marigold. This is the marketing automation tool that VU uses to send relevant content to the right people at the right time.

Campaign is also the central mailing platform of VU Amsterdam. Employees can use it to send personalized newsletters or mailings based on segments (target group selections).

Selligent Site

Selligent Site is used to recognize and segment website visitors into seperate interest groups. This makes it possible to offer relevant content to the website visitor based on interests (when permission is granted). The data is included in SMC and possibly CDM for targeted email campaigns and target group analyses.

Other CRM-systems used at VU

For relationship management of alumni, corporate partnerships, donors, and members of VUvereniging, the CRM system Raiser’s Edge NXT (NXT) is used. This is managed by the Department of University Relations and Fundraising (DURF).

FAQ 1: Selligent Account Management

FAQ 2: Creating Newsletters

Selligent Marigold: How-To videos

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