Customer Relationship Management Processes and Practices in a Higher Education Institution: A Case Study

Paper Details

Authors: Lakkala S.; Suutari J.; Tervonen P.; Haapasalo H.

DOI: 10.31803/tg-20240806064110

Journal: Tehnicki Glasnik

Year: 2026

Publisher: University North

Document Type: Article

Open Access: All Open Access; Gold Open Access; Green Open Access

Cited by: 0

Abstract

This study examines the implementation and advancement of customer relationship management (CRM) systems in higher education institutions (HEIs) through a detailed case study. It aims to (1) understand CRM processes from an HEI perspective and (2) develop CRM processes and practices tailored to HEI needs. The results highlight the critical role of CRM in managing diverse stakeholder relationships amidst growing competition for students, partners and funding. Essential processes, such as partnership creation, university-industry collaboration and systematic activity logging, are emphasised for strategic CRM application. Key CRM practices identified include process mapping, standardised procedures and clear user roles. The study provides a framework for refining CRM strategies in HEIs, enhancing stakeholder engagement and operational efficiency. These findings offer HEIs valuable insights for optimising CRM systems and fostering improved CRM in a competitive educational landscape. © 2026 University North. All rights reserved.

Keywords

CRM implementation; CRM processes; CRM systems; customer relationship management; higher education

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