CRM in Higher Education

Paper Summary:

This paper provides a research study that aims to illustrate to institutions of higher learning how much they stand to gain from investing in customer relationship management (CRM) systems. The paper's study provides evidence that CRM systems help to retain existing customers and recruit new ones as well as cut on costs, thereby improving institutions' profitability. The study includes a literature review and a discussion on the procedures, methods and samples used in the study, and the major limitations faced during the study. The study also points out that organizations need to be cautious in the acquisition of CRM systems, since it is possible to lose customers if the system does not work as expected.

Table of Contents:
Executive Summary
Chapter 1 - Introduction/Background
Chapter 2 - Literature Review
Chapter 3 - Methodology
Chapter 4 - Results
Chapter 5 - Discussion and Implications
Conclusions

From the Paper:

"Customer Relationship Management (CRM) focuses on customer retention through development of sustainable relationships. Establishment of these relationships is based on customer satisfaction and an organisation's ability to sustain high standards that identify them from competitors. CRM is also concerned with attracting new customers. In order to ensure customer satisfaction, there is need to understand customer requirements through studies which is essentially the function of CRM. Evolution of information technology has given rise to CRM systems which make this function even easier so that long-term profitability resulting from customer loyalty and cost cutting is realized. The use of these systems has proved invaluable so that higher education institutions are highly being encouraged to make use of them in order to enhance their ability to retain existing customers and attract new customers."

Sample of Sources Used:

• 12manage. (2009). Customer Satisfaction Model (Kano). Retrieved on July18, 2009 from http://www.12manage.com/methods_kano_customer_satisfaction_model.html
• Abbott, J., Stone, M. and Buttle, F. (2001). Customer relationship management in practice - a qualitative study. Journal of Database Marketing, 9(1): 24-34.
• Anderson, K. and Kerr, C. (2002). Customer Relationship Management. New York, NY: McGraw-Hill. Perceived product performance. Journal of Marketing Research, 10(1): 38-44.
• Bradshaw, D & brash, C. (2001). Management of customer relationships in the e-business World: how to personalise computer relationships for increased profitability. International Journal of Retail & Distribution Management, 29(12): 520-530.
• Bruhn, M. (2003). Relationship Marketing - Management of Customer Relationships, Financial. Harlow: Times/Prentice-Hall.

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