Scoping and Aligning CRM Strategy in Higher Education Institutions: Practical Steps

Basel Khashab, Steven Gulliver, Rami Ayoubi

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

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) 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.
Original languageEnglish
Pages (from-to)(In-Press)
JournalJournal of Strategic Marketing
Volume(In-Press)
Early online date23 Sep 2020
DOIs
Publication statusE-pub ahead of print - 23 Sep 2020

Keywords

  • CRM
  • higher education
  • marketing strategy

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

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