The recommendation provided is to implement CRM software that would give all three departments the visibility they require to successfully service the student, therefore improving relationships and college marketing image. The operation of an e-business enterprise, especially when part of the small- to the medium-sized business network, requires having a sound grasp on marketing and taking advantage of online promotion. Since the majority of interactions with students, both current and incoming, takes place via the Internet, the ability to successfully advertise and build the foundation of a relationship is important to securing customer loyalty. Unlike most traditional campuses that have face-to-face networking capabilities, the online campus is heavily reliant on the impression that is given to potential (and current) students by means of how the business presents itself.At the same time, the admission counselling department, student service advisors, and financial aid officers have specialized roles with unique job functions. However, students rely on all of these business divisions in order to guarantee a high-quality educational experience. At the online campus, these job roles are segregated, meaning that they do not currently interface or have access to the same student information electronically or otherwise. This puts a great deal of the effort on the student to make these connections, which can be backlogged with missed phone call messages or delayed email responses. From the marketing angle, this can cause problems with student loyalty, create frustrations with both the student and the departments, and reduce overall service quality. Finding a method to link these departments together to make them more effective is the solution, in this case, an electronic customer relationship management (CRM) system.Research has identified that 88 per cent of surveyed executives view client relationships as the most important factor behind revenue creation, with trust and mutual respect being the key to successful relationship-building (Addis, 2010).
Why You Should Implement a Customer Relationship Management System