Customer relationship management: a case study from a metropolitan campus of a regional university

This paper investigates the users and uses of a centralised customer relationship management (CRM) system at a regional Australian university to improve the understanding of the staff experience of interacting with this customised technology. How and why the software is used by a cross section of university departments is explored through interviews and a review of student profiles. Findings emphasise the value CRM systems can provide to institutions in improving organisational responsiveness, decision-making, risk-management, inter-departmental communication and referrals and student progress. Issues and recommendations that staff identify include the need for wide integration across the institution, training improvements and institution or system-specific weaknesses and possible solutions.