Customer relationship management in higher education: Using information systems to improve the student‐school relationship

The purpose of this paper is to explore customer relationship management (CRM) in a higher education setting.

The development and implementation of a CRM project in a state community college was examined as were the benefits realized by implementing CRM. As colleges increasingly embrace distance learning and e‐business, CRM will become stronger and more pervasive. Viewing students as customers provides a competitive advantage for higher education and enhances a college's ability to attract, retain and serve its customers. Semi‐structured interviews were conducted with individuals involved with the planning, development and implementation of a statewide CIS system. Student support personnel were additionally interviewed.

The benefits of implementing CRM in a college setting include a student‐centric focus, improved customer data and process management, increased student loyalty, retention and satisfaction with the college's programs and services.

The entire community college system has not implemented the project. Rather, only the phase one colleges have implemented at this juncture.

Viewing students as customers provides a competitive advantage and enhances a college's ability to attract, retain and serve its customers. As colleges increasingly embrace distance learning and e‐business, CRM will become more pervasive.