Analysing enterprise resources for developing CRM framework in higher education institutions

Khasab, B., Gulliver, S. ORCID: https://orcid.org/0000-0002-4503-5448, Ayoubi, R. and Strong, C. (2022) Analysing enterprise resources for developing CRM framework in higher education institutions. Journal of Enterprise Information Management, 35 (6). pp. 1639-1657. ISSN 1741-0398 doi: 10.1108/JEIM-09-2021-0421

Abstract/Summary

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. Our 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, ten 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 i) support practitioners better comprehend the multifaceted life cycles, needs, and requirements of HEI customers, and ii) aid in the planning and management of CRM change more effectively. Originality/value - Our 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. Our paper also offers considerable practical support to CRM implementation practitioners when analysing customer CRM desires, expectation, and needs’ requirements.

Item Type	Article
URI	https://reading-pure-test.eprints-hosting.org/id/eprint/104003
Identification Number/DOI	10.1108/JEIM-09-2021-0421
Refereed	Yes
Divisions	Henley Business School > Digitalisation, Marketing and Entrepreneurship Central Services
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