ABSTRACT

Higher Education Institutions (HEI) management are often uninformed as to how Customer Relationship Management (CRM) can best support the current university business strategy. Our study is extending a previous study undertaken by Khashab et al. (2020 Khashab, B., Gulliver, S. R., & Ayoubi, R. M. (2020). A framework for customer relationship management strategy orientation support in higher education institutions. Journal of Strategic Marketing, 28(3), 246–265. https://doi.org/10.1080/0965254X.2018.1522363 [Google Scholar]) who iteratively developed a high-level CRM implementation framework to support HEI management by provided Strategy Orientation Support (SOS). Although their framework introduced the high-level steps that are required to link business priorities to implementable CRM functionality, no sub-steps and/or practical approaches were described. In our paper, we consider practical approaches to help in the scoping and alignment of the CRM strategy. By considering the use of practical approaches, we highlight numerous issues that must be considered to ensure that CRM efforts align with HEI strategy, and that CRM strategy supports the activity of the HEI business.

摘要

高等教育机构 (HEI) 管理层通常不了解客户关系管理 (CRM) 如何最好地支持当前的大学业务战略。我们的研究正在扩展 Khashab 等人之前进行的一项研究。( 2020 Khashab, B.、Gulliver, S. R.和 Ayoubi, RM（2020 年）。高等教育机构客户关系管理战略导向支持框架[J]. 战略营销杂志，28（3），246 - 265。https://doi.org/10.1080/0965254X.2018.1522363 [Google Scholar] ) 迭代开发了一个高级 CRM 实施框架，通过提供的战略导向支持 (SOS) 来支持 HEI 管理。尽管他们的框架引入了将业务优先级与可实施的 CRM 功能联系起来所需的高级步骤，但没有描述子步骤和/或实用方法。在我们的论文中，我们考虑了有助于确定 CRM 战略范围和调整的实用方法。通过考虑使用实际方法，我们强调了许多必须考虑的问题，以确保 CRM 工作与 HEI 战略保持一致，并且 CRM 战略支持 HEI 业务的活动。