CRM Service Touch Points and Student Perception
B. Suhasini1, Santhosh Kumar N2
1B. Suhasini, Research Scholar, School of Management, SRM Institute of Science and Technology, Kattankulathur, Chennai (T.N), India.
2Santhosh Kumar N, Associate Professor, School of Management, SRM Institute of Science and Technology, Kattankulathur and Research Guide, Chennai (T.N), India.
Manuscript received on 06 June 2019 | Revised Manuscript received on 30 June 2019 | Manuscript Published on 04 July 2019 | PP: 832-840 | Volume-8 Issue-1S4 June 2019 | Retrieval Number: A11530681S419/2019©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Digital Era has shaped the Customer interaction and service delivery mechanism in higher education space. The integration of various service touch point processes with digital marketing and communications systems serves the customer connect programs seamlessly. Digitization of various business process with enhanced multi-channel service touch point communication systems has brought transformation in enhancing long term customer and stakeholder relationship in the organization. The data and leads generated from Customer Relationship Management Communication Systems, multichannel social networking groups such as –Whatsapp, Twitter, Facebook, LinkedIn, Blogs, YouTube, Google+ etc, interactions are increasing visibility, business outcome and enhancing the brand value of the organizations. The Government’s mandate and active promotion for implementing digital communication system helped the Higher education Institutions on customer reach activities. The CRM touch point’s services during admission and enrollment, course delivery for teaching and learning, skill development etc have impact on the perception and increased satisfaction. The article is intended to identify the service touch points, analyse and study and their benefits to students.
Keywords: Digital marketing, Social Media, Customer Relationship Management, Multi-Channel Communication, Higher Education.
Scope of the Article: Marketing and Social Sciences