Analysing enterprise resources for developing CRM framework in higher education institutions

Basel Khashab, Stephen Gulliver, Rami Ayoubi, Carolyn Strong

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)
148 Downloads (Pure)

Abstract

Purpose: Most Higher Education Institutions (HEIs) have silos of distributed processes, which adds to the confusion and conflict concerning the Customer Relationship Management (CRM), desires, expectation and needs (DEN). Where possible, in order to maximise resource impact and minimise organisational disruption, HEIs should practically map these DEN to processes, roles, events, activities, channels, and technologies (PRE-ACTs) that already exist within the organisation. The paper iteratively considers use of additional practical approaches that need be considered in order to ensure that strategic HEI CRM DEN are effectively captured, and that the requirements are appropriately mapped to existing HEI activities.


Design/methodology/approach: Content from 27 JISC cases, 10 semi-structured interviews and three focus group sessions have been collected and analysed using thematic analysis to understand how to develop preliminary stage 2 steps and assess the applicability of the final CRM strategy orientation support (CRM-SOS) framework stage 2 methods.


Findings: The authors believe that this study provides substantial practical support to CRM implementation practitioners when analysing customer CRM desires, expectation, and needs requirements. The developing practical tools aim to 1) support practitioners better comprehend the multifaceted life cycles, needs, and requirements of HEI customers, and 2) aid in the planning and management of CRM change more effectively.

 Originality/value: The paper is extending the recent research around CRM strategy in HEIs by proposing additional practical approaches that need be considered to ensure that strategic CRM are effectively captured. The paper also offers considerable practical support to CRM implementation practitioners when analysing customer CRM desires, expectation, and needs' requirements.

Original languageEnglish
Pages (from-to)1639-1657
Number of pages19
JournalJournal of Enterprise Information Management
Volume35
Issue number6
Early online date10 Mar 2022
DOIs
Publication statusPublished - 24 Nov 2022

Bibliographical note

Copyright © and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders.

This document is the author’s post-print version, incorporating any revisions agreed during the peer-review process. Some differences between the published version and this version may remain and you are advised to consult the published version if you wish to cite from it.

Keywords

  • CRM
  • Higher education institutions
  • Marketing management
  • UK

ASJC Scopus subject areas

  • Decision Sciences(all)
  • Information Systems
  • Management of Technology and Innovation

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