Exploring The Potentiality Of Information Technology Integration Within Customer Relationship Management And Knowledge Management In The Postgraduate Educational Organizations

Abstract

Customer Relationship Management (CRM) has emerged in recent years as one of the most challenging issues and an outstanding point in the world. There is a minority of Higher Education Institutions (HEIs) adopting CRM systems as the reviewing literature indicated that there is a lack of wide-ranging researches that discussed the association of CRM with the educational organizations performance. The aim of this paper is to measure the effectiveness of implementing CRM systems and technology on the higher education organizations by assessing how well these systems perform in promoting students’ relations and raising customer satisfaction awareness in order to successfully attract, retain and serve them. For that reason, building a sustainable relationship with students is the keystone for acquiring loyal profitable ones. The study relied on the descriptive and analytical approach using both Qualitative and Quantitative methods to describe the subject in a comprehensive and accurate manner through data collection and analysis of the CRM impact on Customer satisfaction. This was accomplished by interviewing key managers from various educational service areas; in addition, survey questionnaires were distributed to a population of postgraduate students in order to obtain a deeper understanding. Since there is a substantial volume of documents and manual work that constitute quite a lot of limitations, this requires data integration into a system which can be accessed at any given time. The findings seem to provide a remarkable contribution to the development of the postgraduate educational services. Meanwhile, CRM remains a discussed phenomenon, the collected data help reaching better familiarity with the topic. Regarding a successful implementation of a CRM strategy, unlimited benefits to the HEIs are supposed to be gained. Such EIs can realize increasing revenue through better market segmentation, customizing and providing high quality services, accessing information in order to achieve scholars’ satisfaction, and above all, ensuring long- lasting students’-retention and loyalty.