University's CRM system for communication with students and alumni: understanding of needs and development of implementation requirements

<p align="center"><strong><em>University&#39;s CRM system for communication with students and alumni: understanding of needs and development of implementation requirements</em></strong><strong><em>.</em></strong></p><p align="right"><em>O. Makarova, Higher School of Economics</em></p><p align="center">&nbsp;</p><p align="center"><em>Abstract</em></p><p>&nbsp;</p><p><strong>1.</strong> 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. <strong>2</strong>. However, very little empirical research has been carried out to determine Universities needs to use CRM systems. <strong>3</strong>. The aim of this study was to therefore to specify university&rsquo;s needs and develop recommendations for CRM system implementation. <strong>4</strong>. For the purpose of this study an expert survey of commercial, federal, state and TOP universities representatives was conducted. <strong>5.</strong> 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. <strong>6.</strong> 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.</p>