Customer relationship management in higher education

Abstract

PurposeThe purpose of this paper is to explore customer relationship management (CRM) in a higher education setting.Design/methodology/approachThe 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.FindingsThe 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/implicationsThe entire community college system has not implemented the project. Rather, only the phase one colleges have implemented at this juncture.Originality/valueViewing 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.