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Customer relationship management in higher education Using information systems to improve the student-school relationship

机译：高等教育中的客户关系管理使用信息系统改善学生与学校的关系

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摘要

Purpose - The purpose of this paper is to explore customer relationship management (CRM) in a higher education setting. Design/methodology/approach - The development and implementation of a CRM project in a state community college was examined as were the benefits realized by implementing CRM. As colleges increasingly embrace distance learning and e-business, CRM will become stronger and more pervasive. Viewing students as customers provides a competitive advantage for higher education and enhances a college's ability to attract, retain and serve its customers. Semi-structured interviews were conducted with individuals involved with the planning, development and implementation of a statewide CIS system. Student support personnel were additionally interviewed. Findings - The benefits of implementing CRM in a college setting include a student-centric focus, improved customer data and process management, increased student loyalty, retention and satisfaction with the college's programs and services. Research limitations/implications - The entire community college system has not implemented the project. Rather, only the phase one colleges have implemented at this juncture. Originality/value - Viewing students as customers provides a competitive advantage and enhances a college's ability to attract, retain and serve its customers. As colleges increasingly embrace distance learning and e-business, CRM will become more pervasive.
机译：目的-本文的目的是探索高等教育环境中的客户关系管理（CRM）。设计/方法/方法-研究了州立社区大学CRM项目的开发和实施，以及实施CRM所带来的好处。随着大学越来越多地接受远程学习和电子商务，CRM将变得越来越强大和普及。将学生视为客户可以为高等教育提供竞争优势，并增强大学吸引，保留和服务客户​​的能力。对参与计划，开发和实施全州CIS系统的人员进行了半结构化访谈。学生支持人员也接受了采访。调查结果-在大学环境中实施CRM的好处包括以学生为中心，改善了客户数据和流程管理，提高了学生的忠诚度，对学院的课程和服务的忠诚度和满意度。研究局限性/意义-整个社区大学系统尚未实施该项目。相反，只有一所大学在此阶段才实施。创意/价值-将学生视为客户可提供竞争优势，并增强学院吸引，保留和服务客户​​的能力。随着大学越来越多地接受远程学习和电子商务，CRM将变得越来越普遍。

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