Analysing enterprise resources for developing CRM framework in higher education institutions

Basel Khashab, Stephen Gulliver, Rami Ayoubi*, Carolyn Strong

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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
Number of pages19
JournalJournal of Enterprise Information Management
Early online date10 Mar 2022
DOIs
Publication statusE-pub ahead of print - 10 Mar 2022
Externally publishedYes

Fingerprint

Dive into the research topics of 'Analysing enterprise resources for developing CRM framework in higher education institutions'. Together they form a unique fingerprint.

Cite this