Project category:
Research – Customer Relationship Management in German and Dutch Higher Education institutions.

Project duration:
01.09.2009 – 31.01.2010

Research questions:

• What is the relevance of CRM with respect to supporting the execution of marketing and commitment strategies of German and Dutch universities and colleges?
• What do universities and colleges demand from a professional CRM solution?

Brief outline of the situation:
The German and international educational sector is changing. The demographic development, the reduction of the German secondary school period from 9 to 8 years (G8-problem), and an increasing competition for students, which ever more domestic and foreign universities and colleges are experiencing, are important current factors.

Numerous profit-seeking companies already recognized that a good Customer Relationship Management is of high importance. Frequently, software is implemented at the company to process and administrate the data that is essential for relationship marketing. The software therewith supports the organization of professional Customer Relationship Management.

border concepts assumes that universities and colleges are also increasingly integrating the philosophy of professional customer management – in the area of education marketing as well as in managing alumni contacts. CRM software specifically developed to meet the needs of institutions of higher education will gain importance.

With this study in Germany and the Netherlands, border concepts, as a provider of consultancy in the field of education marketing, wants to research the current relevance of CRM in the educational sector and to investigate the needs that universities and colleges have with respect to CRM solutions.

Research method
Quantitative primary research will be carried out conducted as a survey among German and Dutch universities and colleges.

Research staff
Sjaik Djorai
Carina Bornemann