Exploring success factors of CRM strategies in Higher Education Institutions: a case study of CRMUTPL for conversion of prospects in university students

In the context of the new organizational ecosystem, the relationships between Higher Education Institutions and academic user environments have taken on a new approach. In this sense, updating CRM systems in Higher Education Institutions has become essential. Maintaining a long-term relationship with students and other users is considered a fundamental part of the strategy of the University CRM system In this work, a model of application of a CRM system is presented with the purpose of improving the relationship of the university with prospects and students. A case study carried out at the Private Technical University of Loja, Ecuador (UTPL) is presented. The case study comprises the automation of related processes, the creation of indicators for strategic decision making, improvements in the identification of highly valued clients, and the preservation of the long-range profile of the students. The results will be measured in the effectiveness of converting the prospects (opportunities) to students. As a result of this, administrative teams will be able to participate to a greater extent in tactical and strategic actions rather than operational activities. In the context of achieving a better competitive advantage, organizations in general, and universities in particular, have recognized the importance of integrating the CRM system with knowledge management efforts. Implementing a CRM system has the potential to enrich the UTPL business process.