CRM Adoption in a Higher Education Institution

Abstract

CRM ADOPTION IN A HIGHER EDUCATION INSTITUTION ABSTRACTMore and more organisations, from private to public sectors, are pursuing higher levels of customer satisfaction, loyalty and retention. With this intent, higher education institutions (HEI) have adopted CRM -Customer Relationship Management. In order to analyse some of the interesting aspects of this phenomenon n, we conducted an action research in a European Institute. The main research question we answered is "how to adopt a CRM strategy in a Higher Education Institution?" Some of the main findings of this study are (1) even though HEI's main customer is the student, there are others stakeholders that a CRM project must consider; (2) universities can use their internal resources to implement a CRM project successfully; and (3) using Agile software methodology is an effective way to define clearer, more objective and more assertive technical requirements which result in a CRM software that meet send user's expectations and organizational strategic goals. These findings can help other HEIs

An Implementation of Customer Relationship Management and Customer satisfaction in Banking Sector of Quetta, Balochistan

“…CRM, being an associative field, execute areas like marketing, management and information system (Kevork & Vrechopoulos, 2009). Rigo et al, (2016), Adikram (2016) & Wali et al, (2015) define CRM as "Customer Satisfaction attitude towards a service provider, or an emotional reaction to the difference between what customers anticipate and what they receive, regarding the fulfillment of some needs, goals or desires". CRM strategy connects three fundamental dimensions of an organization that are strategy, philosophy and technology.…”

“…process, people and technology. With these three resources, organizations are able to use CRM to achieve high levels of customer satisfaction, retention and loyalty (Rigo et al, 2016, Manzuma-Ndaaba, et al, 2016. CRM is "A comprehensive strategy and process that enables an organization to identify, acquire, retain and nurture profitable customers by building and maintaining long-term relationships with them" (Adikram, 2016, Oluseye et al, 2014, Wahab et al, 2011.…”

The system architecture of digital activity portfolio via internet of things for digital university

“…Higher education administer realize the significance of the application of management theory: Student relationship management, student satisfaction management, parent relationship management and emphasized information and communication technology. The aim of the application is to change and develop academic capabilities (Mukwasi and Seymour, 2016;Rigo et al, 2016;Hrnjic, 2016), finally to a leading organization. Some of the examples of IT in education includes Mobile learning wireless connectivity, using online learning Management systems (Lee and Lee, 2015), internet technologies, high speed communication infrastructures, emerging technologies for visual presentation, accessing course materials through internet resources and artificial intelligence (John, 2015).…”

A framework for customer relationship management strategy orientation support in higher education institutions

“…Use of CRM technology solutions is becoming a strategic must-have in HEIs. Daradoumis et al (2010) stated that increased domain competition has forced non-profit firms, such as universities, to firstly offer a more customer-centric approach, secondly to deliver higher quality services (Neville et al 2002), and finally consider the adoption of CRM systems (Wali and Wright 2016, Rigo et al 2016, Wali et al 2015, Mellors-Bourne et al 2014, Perry et al 2011, Seeman and O'Hara 2006, Hemsley-Brown and Oplatka 2006, Neville et al 2005. HEIs, especially those that want to compete internationally, need to restructure their organisations, adjust their business models, and modernise their processes to align with customer needs.…”