CUSTOMER RELATIONSHIP MANAGEMENT IN A HIGHER EDUCATION CONTEXT

This paper is a case study of the experiences of the University of Central Lancashire in implementing a Customer Relationship Management system for work with its business-based partners. The paper outlines types of partner and how the University organises itself to engage with them, the key drivers towards CRM, and the effect on processes and resources. Consideration of Social CRM as a potential next step or alternative way of interacting with partners is considered.