Student Relationship Management in Germany – Foundations and Opportunities

Abstract

The objective of the article is to introduce to the topic of Student Relationship Management (SRM) in Germany. The concept has been derived from the idea of a Customer Relationship Management (CRM), which has already been suc- cessfully implemented in many enterprises. Its objective is to canvass for cus- tomers, obtain their loyalty towards the company and, if necessary, win them back. Furthermore, potential uses of a SRM within the context of Higher Edu- cation Management will be demonstrated by means of examples of German universities and by applying new methods.