Customer relationship management theory and student administration: a case study

Abstract

Customer Relationship Management (CRM) is an evolving concept. It has been variously portrayed as a technological solution for a specific project, through to a whole of business strategy for managing relationships with customers. A holistic view of CRM is used to examine recent work by the Faculty of Professions at the University of Adelaide. The drive to automate standard processes led to an emphasis on software and improvements in efficiency. Staff perceived the software was primarily deployed to support their functions and resulted in resistance to creating a process built around the student as a customer.