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  • CRM as a tool for increased competitive advantage in tertiary education [Elektronski vir]
    Cvahte Ojsteršek, Tina ; Topolšek, Darja
    Each educational institution has to be aware that it cannot exist without their basic "customers" - students. This is especially true for tertiary education, i.e. universities, because students have ... a wide variety of choices and are mostly not geographically limited in their choice of studies, therefore the competition between institutions is increasingly relevant. Studies show that the use of Customer Relationship Management [CRM] is widespread in larger and progressive universities in areas of higher competition, e. g. in the USA. In the areas where competition between universities is just beginning to be a major factor, CRM use for student management is a relatively new concept. The paper aims to present some starting points and considerations when implementing CRM in tertiary education. On the base of a literature review, a survey was made among students of a Slovenian mid-sized faculty that currently does not have any advanced CRM support. The results of this survey, which were analysed using basic statistical analysis, point to a variety of factors and services that influence student satisfaction and positive attitude towards the university, while on the other side giving the university crucial information about each student and their life cycle at the university through consolidated and centralised information in the CRM environment. The paper's added value is to analyse how universities can apply CRM use to increase their competitive advantage in comparison to other universities and provide students (as well as potential students and alumni) with superior services.
    Vir: Economic and Social Development [Elektronski vir] : book of proceedings (str. 394-400)
    Vrsta gradiva - prispevek na konferenci
    Leto - 2015
    Jezik - angleški
    COBISS.SI-ID - 512666685

    Povezava(-e):

    http://www.esd-conference.com/Book%20of%20Proceedings_Istanbul_2015_Final.pdf

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