Designing a CRM Application: Enhancing Promotional Strategies Efficiency to Increase the Number of New Students at the University of National

Dhieka Avrilia Lantana (), Marsudi Marsudi, Ariana Azimah, Tri Waluyo and Fauziah Fauziah
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Dhieka Avrilia Lantana: University of National, Department of Digital Business
Marsudi Marsudi: University of National, Department of Management
Ariana Azimah: University of National, Department of Informatics
Tri Waluyo: University of National, Department of Management
Fauziah Fauziah: University of National, Department of Informatics

A chapter in Proceedings of the International Conference on Business, Management, Accounting and Sustainable Economy (ICBMASE 2023), 2024, pp 87-96 from Springer

Abstract: Abstract This research aims to develop a Customer Relationship Management (CRM) application for the university to enhance the efficiency of promotional strategies to increase the number of new students and eliminate manual tasks in the process. In this research, the software development method used was Rapid Application Development (RAD). RAD enables the implementation of software solutions that specifically cater to the users’ needs in a shorter duration. The findings show that the CRM application can help universities track applicants’ progress efficiently and allow workflow automation based on specific events or conditions, such as sending follow-up emails after registration to complete payment-setting reminders for interviews and enrollment. By automating these processes, universities can save time and reduce the risk of errors or oversights. For future research, an examination of the implementation of proposed CRM in universities can be conducted to assess its influence on the marketing performance of these institutions and to evaluate whether CRM contributed value to the management of potential student relationships within the institution.

Keywords: customer relationship management; university; potential students; promotion (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-394-8_9

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