Analysing enterprise resources for developing CRM framework in higher education institutions

Abstract

PurposeMost Higher Education Institutions (HEIs) have silos of distributed processes, which adds to the confusion and conflict concerning the Customer Relationship Management (CRM), desires, expectation and needs (DEN). Where possible, in order to maximise resource impact and minimise organisational disruption, HEIs should practically map these DEN to processes, roles, events, activities, channels, and technologies (PRE-ACTs) that already exist within the organisation. The paper iteratively considers use of additional practical approaches that need be considered in order to ensure that strategic HEI CRM DEN are effectively captured, and that the requirements are appropriately mapped to existing HEI activities.Design/methodology/approachContent from 27 JISC cases, 10 semi-structured interviews and three focus group sessions have been collected and analysed using thematic analysis to understand how to develop preliminary stage 2 steps and assess the applicability of the final CRM strategy orientation support (CRM-SOS) framework stage 2 methods.FindingsThe authors believe that this study provides substantial practical support to CRM implementation practitioners when analysing customer CRM desires, expectation, and needs requirements. The developing practical tools aim to 1) support practitioners better comprehend the multifaceted life cycles, needs, and requirements of HEI customers, and 2) aid in the planning and management of CRM change more effectively.Originality/valueThe paper is extending the recent research around CRM strategy in HEIs by proposing additional practical approaches that need be considered to ensure that strategic CRM are effectively captured. The paper also offers considerable practical support to CRM implementation practitioners when analysing customer CRM desires, expectation, and needs' requirements.

Social Consumer Relation Management Using Social Media as a Marketing Scheme in University

“…SCRM interest has soared despite confused and frequently conflicting understandings within the university. In university, SCRM implementation can help better manage applicant interaction, ensure more consistent application of processes, and help raise student engagement and focus, increase student retention, loyalty, and satisfaction (Khashab et al, 2022). SCRM allows the university to conduct frequent surveys to measure the students' satisfaction, immediately react to the student demands in the university, and increase student retention, which is of remarkable financial value to HEI management (Daradoumis et al, 2010).…”

Higher education institutions and stakeholder analysis: Theoretical roots, development of themes and future research directions

“…The ever growing relevance of HEIs and Stakeholder Analysis has led researchers across the world to scrutinize aspects such as linkage between HEIs and the environment (Maric, 2013), stakeholder relationships in higher education (Kettunen, 2015), e-learning higher education stakeholder analysis (Wagner et al, 2008), value creation by using stakeholder approach in higher education (Langrafe et al, 2020), stakeholder management in HEIs (Mainardes et al, 2010), sustainable development stakeholder networks in HEI (Falqueto et al, 2020), stakeholder involvement in sustainability reporting in HEIs (Ferrero-Ferrero et al, 2018), stakeholders and their expectations from HEIs (Mainardes et al, 2010), internationalization of quality of HEIs (Kesting et al, 2018), stakeholders of Public HEIs (Ntim et al, 2017), sustainability and sustainable HEIs (Blanco-Portela et al, 2017; Godemann et al, 2014; Velazquez et al, 2006), influence of stakeholders involved in implementation of strategic in HEIs (Falqueto et al, 2020), quality assurance of stakeholder relationships (Lyytinen et al, 2017), HEI-loyalty, reputation and multi stakeholder approach (García-Rodríguez and Gutiérrez-Taño, 2021), CRM strategy in HEIs (Khashab et al, 2022). As we did not come across any comprehensive review of HEIs and Stakeholder Analysis, we decided to use bibliometric analysis together with content analysis (Castriotta et al, 2019) to comprehend the research focused on this topic.…”