The Ledger Versus the Conversation: The critical difference between tracking transactions and building relationships  

Higher education leaders spend a lot of time talking about data—how to collect it, protect it and analyze it. But a question often left unasked is: how is this data actually used to communicate with students?

For years, institutions have leaned on their Student Information Systems (SIS) and Enterprise Resource Planning (ERP) platforms to serve as the backbone of student records. These systems are excellent at what they were designed for: tracking transactions, enforcing policy and maintaining compliance. But they are not engagement platforms. They do not build relationships.

Yet, some CIOs still assume that because a SIS or ERP contains student data, it must also be capable of meaningful student communication. That assumption can lead to misalignment between technology and student needs—resulting in missed opportunities to provide the right message at the right time.

The Communication Gap

At its core, an SIS is a ledger. It tells you what classes a student has taken, how much tuition they owe, whether they have a hold on their account. It’s a system of record, not a system of engagement.

A CRM, on the other hand, is built for dynamic, multi-touch engagement. It doesn’t just store student data—it uses that data to personalize interactions. It understands that a student who just registered for classes might need a reminder about financial aid. That a first-generation student might benefit from proactive outreach about support services. That an at-risk student might need an advisor to check in before it’s too late.

But the problem isn’t just that SIS and ERP systems lack these capabilities. The real issue is that without a clear institutional strategy, student communications become fragmented. Some messages come from the registrar. Others from financial aid. Still others from advising or student life. When there’s no coordinated approach, students—especially those most in need of support—end up overwhelmed, disengaged, or simply lost in the noise.

The Case for a CRM

Institutions that take communication seriously are turning to CRMs—not to replace the SIS, but to do what the SIS was never designed to do.

A well-integrated CRM allows institutions to:

• Move beyond mass emails and transactional messaging to personalized, relationship-driven communication.
• Use student behavior and engagement data to anticipate needs and intervene before a problem escalates.
• Deliver messaging in ways that students actually engage with—whether through text, email, portals or one-on-one advising.

Rather than forcing an outdated system to perform a function it was never meant to handle, CRMs allow institutions to build a centralized, student-first communication strategy—one that is proactive rather than reactive.

What CIOs Need to Ask

For CIOs looking to better align technology with student success, the conversation shouldn’t start with software. It should start with the people who use it. Before making decisions about centralizing communication technology, CIOs should be asking:

• How do students currently receive communication from different departments, and where are the gaps?
• Are students missing critical deadlines because messages aren’t reaching them in time or in the right way?
• How does the institution track student engagement, and do we have a way of identifying at-risk students before it’s too late?
• Are different departments using separate communication tools, and do they integrate effectively?
• How can we ensure that communications are personalized and relevant rather than generic and overwhelming?

These are not just technical questions. They are strategic ones. And they point to a larger shift happening in higher ed: from systems that document student experiences to systems that shape them.

CIOs shouldn’t be choosing between an SIS and a CRM—both are essential. But it’s time to be clear about their roles. The SIS is the ledger. The CRM is the conversation. And in a time when student engagement is more critical than ever, institutions that fail to recognize the difference risk losing not just data, but students themselves.

RHB, A Division of SIG, can help you align technology with student success and ensure that you’re developing systems that maximize engagement and enrolling best-fit students. Let’s have a conversation.