Scoping customer relationship management strategy in HEI-Understanding steps towards alignment of customer and management needs
B Khashab, SR Gulliver, A Alsoud… - … Conference on Enterprise …, 2014 - scitepress.org
B Khashab, SR Gulliver, A Alsoud, M Kyritsis
International Conference on Enterprise Information Systems, 2014•scitepress.orgHigher 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 …
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 …
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.
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