Digital Transformation and CRM-Driven Business Strategy in International Student Recruitment Organizations
Author(s): Komal Gupta
Publication #: 2602005
Date of Publication: 09.01.2021
Country: India
Pages: 1-9
Published In: Volume 7 Issue 1 January-2021
DOI: https://doi.org/10.62970/IJIRCT.v7.i1.2602005
Abstract
The operational and strategic environment of international student recruitment organizations has changed because of digital transformation. Well-integrated into digital strategies, Customer Relationship Management (CRM) systems are also promising immense possibilities to increase student engagement, streamline the recruitment process, and raise the organizational performance. The paper seeks to examine how CRM-based approaches can be applied in the context of digital transformation of international student recruitment agencies. Using a mixed-method strategy, data were gathered in recruitment agencies in various locations and it captured the level of CRM adoption, digital maturity, and recruitment performance. The quantitative studies indicate that CRM capabilities are positively related to recruitment performance, and the degree of digital transformation in an organization intermediates this relationship. The paper also establishes the strategic and operational advantages, which involve better student lifecycle management, informed decision-making, and competitive positioning, which are linked to CRM driven digital practices. The results of the study are valuable to the theory and practice as they provide an empirically supported model of the relationship between digital transformation, CRM capability, and business strategy at international student recruitment. It gives recommendations to ensure strategic alignment and maximization of the effects of the CRM systems.
Keywords: Digital transformation, Customer relationship management, International student recruitment, Business strategy, Higher education marketing, Data-driven decision making.
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