Year of Graduation
University's CRM system for communication with students and alumni: understanding of needs and development of implementation requirements
Ekaterina Valerievna Lobza
Faculty of Management
University's CRM system for communication with students and alumni: understanding of needs and development of implementation requirements.O. Makarova, Higher School of Economics Abstract 1. In a situation of ever-increasing competition in the education market, thanks to the growing demographic decline, the need of customer relationship management has increased dramatically. 2. However, very little empirical research has been carried out to determine Universities needs to use CRM systems. 3. The aim of this study was to therefore to specify university’s needs and develop recommendations for CRM system implementation. 4. For the purpose of this study an expert survey of commercial, federal, state and TOP universities representatives was conducted. 5. Results of the assessment showed significant differences in CRM system need between these 4 groups. TOP and commercial universities interesting in wide range of CRM functions, but federal and state universities will be suited by basic CRM blocks. 6. The recommendations can be used in decisions making process of the implementation of CRM systems for different types of universities, taking into account the existing constraints.