Authors:
B. Khashab
;
S. R. Gulliver
;
A. Alsoud
and
M. Kyritsis
Affiliation:
University of Reading (UK) and Henley Business School, United Kingdom
Keyword(s):
Customer Relationship Management (CRM), Strategy, Scoping; Alignment, Higher Education Institutions.
Related
Ontology
Subjects/Areas/Topics:
Applications
;
Artificial Intelligence
;
Enterprise Information Systems
;
Information Systems Analysis and Specification
;
Knowledge Management and Information Sharing
;
Knowledge-Based Systems
;
Operational Research
;
Project Management
;
Requirements Analysis And Management
;
Semiotics
;
Symbolic Systems
;
Tools, Techniques and Methodologies for System Development
Abstract:
Higher Education Institutions (HEI) are complex organisations, offering a wide range of services, which involve a multiplicity of customers, stakeholders and service providers; both in terms of type and number. Satisfying a diverse set of customer groups is complex, and requires development of strategic Customer Relationship Management (CRM). This paper contributes to the HEI area, by proposing an approach that scopes CRM strategy, allowing us a better understanding CRM implementation in Higher Education Institutions; maximising alignment of customer and management desires, expectation and needs.