Scoping and aligning CRM strategy in Higher Education Institutions: practical steps

Khashab, B., Ayoubi, R. and Gulliver, S. ORCID: https://orcid.org/0000-0002-4503-5448 (2022) Scoping and aligning CRM strategy in Higher Education Institutions: practical steps. Journal of Strategic Marketing, 30 (7). pp. 627-651. ISSN 0965-254X doi: 10.1080/0965254X.2020.1823458

Abstract/Summary

Higher Education Institutions (HEI) management are often uninformed as to how Customer Relationship Management (CRM) can best support current university business strategy. Our study is extending a previous study undertaken by Khashab et al. (2018) 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 CRM strategy. By considering 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.

Item Type	Article
URI	https://reading-pure-test.eprints-hosting.org/id/eprint/92777
Identification Number/DOI	10.1080/0965254X.2020.1823458
Refereed	Yes
Divisions	Henley Business School > Digitalisation, Marketing and Entrepreneurship Central Services
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