Optimizing Stakeholder Communication in Higher Education: A Strategic Framework for CRM Implementation
Keywords:
Customer Relationship Management (CRM), Higher Education, Strategic CommunicationAbstract
Purpose: This paper aims to address the persistent challenge of fragmented communication within Higher Education Institutions (HEIs). It proposes a strategic framework for implementing Customer Relationship Management (CRM) systems to create a unified, effective, and stakeholder-centric communication process that spans the entire student lifecycle.
Design/Methodology/Approach: The study is conceptual in nature, developed through a systematic review of foundational and contemporary literature in CRM strategy, implementation science, and marketing. It synthesizes findings from commercial sectors and adapts them to the unique operational and cultural context of academia, using the "People, Process, Technology" triad as a foundational model.
Findings: The analysis reveals that CRM success in HEIs is less dependent on technological capabilities and more on strategic alignment and business process re-engineering. Key failure points in CRM projects often stem from a technology-centric focus, a lack of user adoption, and the failure to dismantle departmental data silos. A successful strategy requires integrating the stakeholder journey—from recruitment to alumni relations—into a single, coherent system, enabling personalized communication and data-driven decision-making.
Practical Implications: The proposed framework provides HEI leaders and administrators with a roadmap for CRM implementation. It emphasizes the need for top-level sponsorship, cross-functional collaboration, comprehensive user training, and prioritizing process analysis before technology procurement. This approach can help institutions avoid common pitfalls and maximize the return on their CRM investment.
Originality/Value: This paper’s primary contribution is its holistic, process-driven framework tailored specifically for the higher education environment. By shifting the focus from CRM as a tool to CRM as an institutional philosophy, it offers a novel perspective that can guide HEIs in building more meaningful and lasting relationships with their diverse stakeholders.
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