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Emerging CRM processes and technologies are going to drive the growth of new types of resources and services. Within the higher education enterprises, much of this new functionality is focused in the students' area. The exciting new level of student-related
functionality and performance is having an impact on students as well as on the administrative staff and management, companies, the faculty, media, and the institution as a whole.

A look at each of these areas: -

Students - Today's system has little to offer students, particularly the new breed of technology-savvy students who want to be more in control of their learning environment. Today's students demand a higher level of access to information about their options, their performance, and their future. They also demand the technology resources to be an integral part of their learning experience. The standard for access to faculty and student services will change as students come to expect virtual access to faculty and student services resources. The old ways of interacting with students will become untenable - like expecting them to line-up for hours when instead they can choose an institution that can meet their needs on their own terms, on their schedule, with virtual support system.

Companies - Companies come to educational institutions for recruiting their students in campus selection procedures. They are so amongst the most important clients of such education organizations. Keeping continuous and direct contacts with these companies will enable institutes to maintain good and healthy relationships and improve contacts and service to them.

Administrators - A CRM business strategy for a college or university administrative system would also introduce a true self-service system that empowers the administrative team to rethink the investment to administrative resources in institutional services.

Faculty Members - Today's system provides little value for faculty members. In the new learning environment, faculty and student services are closely linked, dynamically sharing resources and strategies to enable student learning. Imagine a process whereby a faculty member can make immediate student referrals to key support programs on campus-even when working at home.

The Institution - CRM delivers a new conceptual and structural framework for directing institutional activities to attract and retain its various customers. Most import is the ability of a truly robust set of institutional processes and tools to bring the entire institution together around its people.

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Narinder Tanwar is Senior Lecturer in the Department of Management Studies at B. S. Anangpuria Institute of Technology & Management (B.S.A.I.T.M.), Faridabad.