CRM and higher education : developing a monitoring system to improve relationships in e-learning environments

Abstract

Peer-reviewed

CRM has usually been associated to business contexts. However, it has recently been pointed out that its principles and applications are also very appropriate for non-profit making organizations. In this paper, we defend the broadening of the field of application of CRM from the business domain to a wider context of relations hips in which the inclusion of non-profit making organizations seems natural. In particular, we focus on analyzing the suitability of adopting CRM processes by universities and higher educational institutions dedicated to e-learning. This is an issue that, in our opinion, has much potential but has received little attention in research so far. Our work reflects upon this matter and provides a new step towards a CRM solution for managing relationships of specific customers, such as students. Indeed, the main contribution of this paper is specifically characterized by the proposal and empirical application of an e-monitoring system that aims to enhance the performance of relationships in e-learning environments.