Scoping customer relationship management strategy in HEI - Understanding steps towards alignment of customer and management needs

Khasab, B., Gulliver, S. ORCID: https://orcid.org/0000-0002-4503-5448, Alsoud, A. and Kyritsis, M. ORCID: https://orcid.org/0000-0002-7151-1698 (2014) Scoping customer relationship management strategy in HEI - Understanding steps towards alignment of customer and management needs. In: 16th International Conference on Enterprise Information Systems, 27 - 30 April 2014, Lisbon, Portugal.

Abstract/Summary

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.

Item Type	Conference or Workshop Item (Paper)
URI	https://reading-clone.eprints-hosting.org/id/eprint/37270
Refereed	Yes
Divisions	Henley Business School > Digitalisation, Marketing and Entrepreneurship
Uncontrolled Keywords	Customer Relationship Management (CRM); Strategy; Scoping; Alignment, Higher Education Institutions
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