Scoping Customer Relationship Management Strategy in HEI: Understanding Steps towards Alignment of Customer and Management Needs

    Research output: Chapter in Book/Report/Conference proceedingConference proceedingpeer-review

    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 languageEnglish
    Title of host publication16th International Conference on Enterprise Information Systems
    Publication statusPublished - 2014
    Event16th International Conference on Enterprise Information Systems - Lisbon, Portugal
    Duration: 27 Apr 201430 Apr 2014

    Conference

    Conference16th International Conference on Enterprise Information Systems
    Country/TerritoryPortugal
    CityLisbon
    Period27/04/1430/04/14

    Keywords

    • Customer Relationship Management (CRM)
    • Strategy
    • Scoping
    • Alignment
    • Higher Education Institutions

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