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ERIC Number: EJ930227
Record Type: Journal
Publication Date: 2010-Feb
Pages: 5
Abstractor: ERIC
Reference Count: N/A
ISSN: ISSN-0748-478X
Getting the Full Picture
Sammis, John; Bailey, Holly
CURRENTS, v36 n2 p28-30, 32-33 Feb 2010
For the past couple of decades, customer relationship management has been quietly establishing itself as the way everybody does business. Migrating to the education community only in the past five years or so, it has acquired a more genteel transcription of its acronym: constituent relationship management. However one decodes the letters, CRM is both a communications strategy and the computer technology that carries out that strategy. It helps an organization optimize its marketing and sales efforts by tracking all the interactions a customer or constituent has with an organization, collecting the data, and sharing the aggregate data in a coherent fashion throughout the organization. At independent schools, community and small colleges, and large universities alike, CRM is widely used at both ends of an individual's education experience--during the recruitment and admissions process and throughout the years that follow departure from school. To a much lesser degree, CRM is beginning to be deployed as the student matriculates and advances through school. Although many institutions may have purchased the capability to integrate one CRM system throughout their entire institution, allowing them to track individuals from prospective or admitted students through graduation and beyond, few have streamlined their data management to such an extent.
Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005. Tel: 202-328-2273; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Connecticut; Florida; Illinois; Pennsylvania