<p class="Textoindependiente21">Universities, business schools and other higher education institutions all over the world are experiencing deep changes in the way they work and interrelate with their ‘clients’, i.e. students and their relatives, alumni and donors, faculty and staff members, because these constituents are demanding more attention through different channels as well as immediate response and service. Technology - materialized in the form of Customer Relationship Management (CRM) systems - is the great promise for solving these demands.</p>This article summarizes the features a CRM system should possess to make educational institutions thrive in the current digital era, and points out the future trends on this topic. The final objective is neither an analysis of the applications available on the market nor a selection guide, but a recommendation for the end users to utilize a CRM system when considering achieving some of the business needs implied in the features available on these CRMs.

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and PhD Candidate. She holds an international double degree in International Business and a Master in Innovation Management and Entrepreneurship, besides a Master on Digital Business. Her research focuses on the fields of digital competences, entrepreneurship, leadership and digital transformation and she has published articles in journals such as

and PhD Candidate. She holds an international double degree in International Business and a Master in Innovation Management, Entrepreneurship and Digital Business. Her research focuses on the fields of digital competences, big data analytics capabilities, entrepreneurship, and innovation. She has published some research in high-impact journals and participated in international conferences such as ACIEK, INTED and AEDEM. Moreover, she is currently working in the entrepreneurship environments in collaboration with international universities and organizations, plus participating in teaching innovation projects.

and PhD Candidate. She holds an international double degree in International Business and a Master in Innovation Management and Entrepreneurship, besides a Master on Digital Business. Her research focuses on the fields of digital competences, entrepreneurship, leadership and digital transformation and she has published articles in journals such as