Customer Relationship Management Processes and Practices in a Higher Education Institution

Abstract

This study examines the implementation and advancement of customer relationship management (CRM) systems in higher education institutions (HEIs) through a detailed case study. It aims to (1) understand CRM processes from an HEI perspective and (2) develop CRM processes and practices tailored to HEI needs. The results highlight the critical role of CRM in managing diverse stakeholder relationships amidst growing competition for students, partners and funding. Essential processes, such as partnership creation, university-industry collaboration and systematic activity logging, are emphasised for strategic CRM application. Key CRM practices identified include process mapping, standardised procedures and clear user roles. The study provides a framework for refining CRM strategies in HEIs, enhancing stakeholder engagement and operational efficiency. These findings offer HEIs valuable insights for optimising CRM systems and fostering improved CRM in a competitive educational landscape.