Abstract
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.
| Original language | English |
|---|---|
| Title of host publication | 16th International Conference on Enterprise Information Systems |
| Publication status | Published - 2014 |
| Event | 16th International Conference on Enterprise Information Systems - Lisbon, Portugal Duration: 27 Apr 2014 → 30 Apr 2014 |
Conference
| Conference | 16th International Conference on Enterprise Information Systems |
|---|---|
| Country/Territory | Portugal |
| City | Lisbon |
| Period | 27/04/14 → 30/04/14 |
Keywords
- Customer Relationship Management (CRM)
- Strategy
- Scoping
- Alignment
- Higher Education Institutions