Customer relationship management: a case study from a metropolitan campus of a regional university

• Published in: Journal of higher education policy and management Vol. 36; no. 2; pp. 117 - 128
• Main Authors: Pember, Edward R., Owens, Alison, Yaghi, Shazhi
• Format: Journal Article
• Language: English
• Published: Abingdon Routledge 01.04.2014; Taylor & Francis Ltd
• Subjects: Academic staff attitudes; Administrators; At Risk Students; Australia; campus portal; Case studies; Central Queensland University; College campuses; College Faculty; Colleges & universities; Computer Software; Customer relationship management; customer relationship management (CRM); Customer service; Decision making; Educational Technology; Focus Groups; Foreign Countries; Higher education; Interviews; Learning management systems; Management Information Systems; Mixed Methods Research; Postsecondary education; Profiles; Regional universities; Risk management; School Personnel; Software; student data; Student Records; student services; Student university relationship; tertiary education; Training; Universities; university; University administration; Australia
• ISSN: 1360-080X; 1469-9508
• DOI: 10.1080/1360080X.2013.861056

This paper investigates the users and uses of a centralised customer relationship management (CRM) system at a regional Australian university to improve the understanding of the staff experience of interacting with this customised technology. How and why the software is used by a cross section of university departments is explored through interviews and a review of student profiles. Findings emphasise the value CRM systems can provide to institutions in improving organisational responsiveness, decision-making, risk-management, inter-departmental communication and referrals and student progress. Issues and recommendations that staff identify include the need for wide integration across the institution, training improvements and institution or system-specific weaknesses and possible solutions.