Social Customer Relationship Management in higher education
Customer Relationship Management is a concept that has become a requirement for any successful entity to attract and retain desired constituents. It is a set of processes and tools that help track, analyze, and act upon customer related data. Over the last decade, the toolsets have evolved to include social media as another source of information and connection. Nowhere is this information and connection more important than in higher education where globalization and tighter budgets have created a competitive market. This research evaluated the use of this most recent social toolset and its effectiveness in a higher education institution, all from the vantage point of what is important to the student and at which phase in their university relationship. The research used a survey instrument to gather information from a varied audience and shows that misalignment existed amongst the different university constituents.
Whitten, Purdue University.
Information Technology|School administration
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