The selection of CRM software for a Higher Education Organisation: the case of a Portuguese University

Resumo

In our days, more and more organisations from private to public sectors are looking to reach high customer values of satisfaction, loyalty and retention. To achieve such objectives, they have to increase and develop strong Customer Relationship Management (CRM) strategies and philosophies where Information System (IS) solution can suit on. Nowadays, the majority of IS of CRM solutions can easily fit in these strategic lines, if they follow the Critical Success Factors related to people and process. This paper discusses a CRM software selection in a Higher Education Organisation, where at the same time it looks to describe the importance of each organisational internal resource such as people, process and technology. To develop this study, we adopt the Action Research method. Through this research, we had the opportunity to develop an action research which is an important academic contribution for the school, due the fact that is a complex research method where researchers and participants must work together and be integrated in the research environment. On another hand, any University or different type of organisation can learn with this experience to use a methodology to select a suitable CRM solution.