The Critical Success Factors (CSFs) of Social CRM Implementation in Higher Education

Social CRM is an evolution of CRM systems that now includes social media as an important component with many companies using social CRM to facilitate customer engagement. The use of social CRM in the higher education industry lags behind many other industries primarily because social CRM models do not exist for higher education. This research aims to provide the critical success factors for implementing a social CRM system for higher education institutions in Jakarta, Indonesia. A questionnaire was sent to fifty eight private universities in Jakarta. Each questionnaire had one hundred thirteen questions which were sent to top level higher education officials in order to understand the critical success factors needed to build a social CRM model. Seventeen universities replied and sixteen critical success factors were identified as core components after performing a statistical technique named Principle Component Analysis (PCA).