Crm_School

Lindenwood Directors have not been interested in creating or building real relationships with their customers. Erroneously, they have not realized how important it is to give the student an appropriate treatment. They have not identified the student as a customer and for this reason are leaving aside the most important concept of modern marketing (according to Kotler and Armstrong); "customer relationship management." Lindenwood Managers should seek to build strong and lasting relationships with students. This might be done by creating a student service team. It would allow the institution to answer the student's frequently asked questions, to address the student's problems or to survey students in a personalized way. They can also build loyalty among alumni through job boards. This would attend to the needs of alumni and also allows them to interact again with the Alma Matter, generating a sense of belonging to the institution. The application of CRM in the educational environment (specifically in Lindenwood) allows not only the loyalty of the relationship: customers - university, it also improves communication and participation in the complex context of the educational community. Lindenwood Staff should begin to understand the value of a customer. I think this is the pillar to create an organizational culture based on the student and a "student-driven marketing strategy". Improving customer relationship management will give the opportunity to interact better with students, parents, alumni and the community. Therefore, doing so better meets their needs and expectations, seeking greater individual link, improved personal and professional students and perceived customer value. (This would increase the sense of belonging to the organization) In conclusion, the use of CRM must be vital for Lindenwood to perceive the student as a customer. Building customer relationships would allow Lindenwood Directors to give a greater recognition and customer loyalty to a large number of students; "who are people, not objects" who have needs. These needs must be heard and solved the best way possible.