Analysing enterprise resources for developing CRM framework in higher education institutions

Purpose Most Higher Education Institutions (HEIs) have silos of distributed processes, which adds to the confusion and conflict concerning Customer Relationship Management (CRM), desires, expectation needs (DEN). Where possible, in order maximise resource impact minimise organisational disruption, HEIs should practically map these DEN roles, events, activities, channels, technologies (PRE-ACTs) that already exist within organisation. The paper iteratively considers use additional practical approaches need be considered ensure strategic HEI CRM are effectively captured, requirements appropriately mapped existing activities. Design/methodology/approach Content from 27 JISC cases, 10 semi-structured interviews three focus group sessions been collected analysed using thematic analysis understand how develop preliminary stage 2 steps assess applicability final strategy orientation support (CRM-SOS) framework methods. Findings authors believe this study provides substantial implementation practitioners when analysing customer expectation, requirements. developing tools aim 1) better comprehend multifaceted life cycles, needs, customers, 2) aid planning management change more effectively. Originality/value is extending recent research around by proposing captured. also offers considerable needs'