Entering the same data in more than one place increases the potential for error, creates unnecessary steps, and simply frustrates users. They expect a “smart” computer application to populate data fields after the first entry and anticipate their next step in a task-based activity. At Winthrop University, sta? and prospective students learned to live with this quirk, the workaround for report generation, and other limitations of the constituent relationship management (CRM) system. Only when they had the opportunity to upgrade did sta? realize how cumbersome their old system was. Not wanting incremental improvements that would fail to solve all the challenges, the administration at Winthrop moved forward with a new CRM and selected Ellucian CRM RecruitTM because of its co

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