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Doi: 10.14355/ijc.2015.04.003
www.seipub.org/ijc
Management;
Higher
Introduction
As the 21st century competitive landscape is pigeonholed with hyper-competition and fast-paced
technological change, the supportive role of
technology in the educationindustrybecomes more
prevalent as more and more educational institutions
invest in leading-edge technologies to better position
themselves amongst best ranked universities around
the globe and to ensure long-run competitive
advantage and above-average return.
It is without any doubt that the notion of effective
customer information management as a productivity
issue is being replaced by the need for effective
customer management as a competitive advantage.
Today, systems are going far beyond productivityrelated features such as Web-based or online student
registration to the development of customer
informationas a strategic advantage. The concepts of
students, alumni, faculty members, and staff members
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Literature Review
Previous studies on the relationship between ICT and
HEIs institutions have led to diverse results whichare
sometimes contradictory. Even though the literature
exudesattempts to establish the links, the results
produced are mostly inconclusive (Rangriz, 2011).
CRM has been emerging in the business or corporate
world for more than two decades. Beginning in the late
1980s, CRM technology was nothing more than an
electronic database to communicate in a straight line
with customers. In the new era of reward programme
brought by hospitality and airlines companies, CRM
turned into a tool that could be used to increase loyalty.
CRM is viewed as a comprehensive strategy and
process of acquiring, retaining and partnering with
selective customers to create superior value for the
company and the customer (Parvatiyar and Sheth
2000).CRM is a new technology that combines the
potential of market-thinking tosucceedby providing
firms benefits that strengthen customer relationships
with organisations in the long-term. In fact, the idea of
Customer Relationship Management approach to
business (business approach) has become a necessity
in recent years. One of the goals is to restore the global
market to the private market. The concept is relatively
simple compared with the firm and customer market
which is widespread.
From variousavailableapproaches,Mishra et al. (2009)
underscore the distinction between the three areas of
CRM that become generally accepted and
understandCRM as a customer-oriented management
approach where information systems provide
information to support operational, analytical and
collaborative CRM processes and thus contribute to
customer profitability and retention.
Jones (2005) underlines the fact that there are three key
components involved in the building of CRM to satisfy
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Significant
changes
in
the
expectation
of
studentscontribute to the relevance of relationship
management strategy underlines Conant, (2002).The
stages through which students pass during their life
cycle are described as follow in the context of this
paper:
Prospect
Admitted
Donor
Student
Life Cycle
Enrolled
Alumni
Graduate
FIG. 3 STUDENT LIFE CYCLE
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Identify
Differentiate
Interact
Customise
FIG. 5 IDIC PROCESSES
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Reinvention of CRM
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boysen-says-its-time-7000011550/.
Chesbrough, H. (2011) Reinvention. Retrieved July 07, 2013
from:
http://www.technologyreview.com/notebook/425899/rein
vention/.
Conant, R. (2002). Relationship Management in Higher
Education InformationTechnology, ECAR, 13, 1-12.
Deck, S. (2003). What is CRM? Retrieved June 21, 2013, from:
http://www.cio.com/research/crm/edit/crmabc.html.
Dewhurst, F., Martinez L, A.R and Dale, B.G., (1999), Total
quality management andinformation technologies: an
exploration of the issues, International Journal of Quality
and Reliability Management, Vol. 16, No.4, pp. 392-406
Don Peppers and Martha Rogers, Managing customer
relationships: a strategic framework, John Wiley & Sons
Ltd, 2011.
El Sawy, O.A. and Bowles, G. (1997), Redesigning the
customer support process for the electronic economy:
insights from storage dimensions, MIS Quarterly, Vol.
21 No. 4, pp. 457-83.
Fayerman, M. (2002). Customer Relationship Management.
New Directions for Institutional Research Volume 2002,
Issue 113, 5768.
Grant, G., and Anderson, G. (2002). Web Portals and Higher
Education, Wiley Company, USA.
Greenberg P, (2003), CRM magazine, Reality Check column
Making CRM Wholebrained, February 2003
Hsu SF, Lee YI, Wang CH and Chung CF (2012). Educating
customer relationship management (CRM) specialists
through a competency-based training (e- CBT) model
with technology-based learning for business education:
Competency indicator development. African Journal of
REFERENCES
2012
Jones
(2005).
Opportunity
Wales
e-Commerce.
http://www.ogc.gov.uk/embedded_object.asp?docid=672.
http://www.unesco.org/education/educprog/lwf/dl/edict.
pdf.
Boysen, M. (2013). Reinventing CRM. Retrieved July 07, 2013.
From:
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http://www.zdnet.com/reinventing-crm-mike-
&
A.
Parvatiyar
(Eds.),
Handbook
of
paper.
University
of
the
N.
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Witwatersrand,
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