Critical factors of CRM implementation in a higher education institution

In an era marked by intense competition for students, partnerships and funding, Higher Education Institutions (HEIs) are increasingly turning to Customer Relationship Management (CRM) systems and customer-oriented strategies traditionally employed by the business sector. This shift underscores the critical need to understand the factors that underpin successful CRM implementation within the academic context. Focusing on a Finnish university as a case study, this research explores the essential elements that contribute to the effective adoption and utilisation of CRM systems in HEIs. Through a comprehensive theoretical review and qualitative interviews with key stakeholders, the study unveils that the cornerstone of successful CRM implementation lies in management support and commitment, personnel and organisational culture, the introduction of new processes and practices tailored to educational settings and measurement and usage monitoring. These findings not only shed light on the specific dynamics of CRM in higher education but also offer a foundation for HEIs to refine their CRM strategies in alignment with their unique goals and challenges. By delineating these critical success factors, the study contributes to the broader discourse on enhancing institutional competitiveness and stakeholder engagement in the academic sector.