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ERIC Number: EJ842667
Record Type: Journal
Publication Date: 2007-Feb-1
Pages: 5
Abstractor: ERIC
ISSN: ISSN-1553-7544
CRM Meets the Campus
Villano, Matt
Campus Technology, v20 n6 p40-44 Feb 2007
In the corporate world, the notion of customer relationship management (CRM) is nothing new. That particular technology sector is now jam-packed with software that enables organizations to monitor and manage every interaction with a customer, from the very first experience on, throughout the lifecycle of the relationship. That relationship spans the gamut from prospect to customer; from referring customer to repeat customer; from displeased customer to satisfied service recipient, and so on. In the world of higher education, however, CRM takes on an entirely different face--a face once known as client, or constituent relationship management and now generally referred to as "student lifecycle management," or SLM. In this scenario, the "customers" are the students themselves, and the technology manages all interactions from the moment students express interest in a school as potential recruits, through their first day on campus, then to graduation and beyond. In their book, "Strategic Marketing for Educational Institutions" (Prentice Hall, 1995), authors Philip Kotler and Karen Fox put the notion of SLM into perspective by equating students to customers (a concept that really rankled higher ed administrators, when they were first exposed to it some years back). SLM is now broadly accepted as the process of developing and maintaining long-term relationships with students. The author provides scenarios in which a school can set the stage for SLM to expand naturally into other areas, moving beyond recruitment and retentions into human resources, financials, and more.
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: California; Illinois