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Implementation of CRM Concept in e-Education

In: Innovative Management and Firm Performance

Author

Listed:
  • Marko Vulić
  • Aleksandra Labus
  • Marijana Despotović-Zrakić

Abstract

Customer Relationship Management (CRM) has been defined as a management approach that involves identifying, attracting, developing, and maintaining successful customer relationships over time in order to increase the retention of profitable customers. The CRM introduction into e-learning is a long and demanding process because students’ demands are increasing simultaneously with the growth of technological capability. The steps in the CRM implementation in the e-learning field are as follows: defining the CRM goal and strategies and adaptation and implementation. From the perspective of the student, the CRM strategy allows interaction with the educational institutions from a single entity that has a complete understanding of his or her unique status. From the perspective of the educational institutions, the CRM strategy provides a clear and complete picture of each individual and all the activities pertaining to the individual.

Suggested Citation

  • Marko Vulić & Aleksandra Labus & Marijana Despotović-Zrakić, 2014. "Implementation of CRM Concept in e-Education," Palgrave Macmillan Books, in: Maja Levi Jakšić & Slađana Barjaktarović Rakočević & Milan Martić (ed.), Innovative Management and Firm Performance, chapter 18, pages 347-369, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-40222-6_18
    DOI: 10.1057/9781137402226_18
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    Cited by:

    1. Adam Malešević & Dušan Barać & Dragan Soleša & Ema Aleksić & Marijana Despotović-Zrakić, 2021. "Adopting xRM in Higher Education: E-Services Outside the Classroom," Sustainability, MDPI, vol. 13(14), pages 1-20, July.

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