Proceedings of the International Conference on Business, Management, Accounting and Sustainable Economy (ICBMASE 2023)

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

Authors
Dhieka Avrilia Lantana1, *, Marsudi Marsudi2, Ariana Azimah3, Tri Waluyo2, Fauziah Fauziah3
1Department of Digital Business, University of National, Jakarta, Indonesia
2Department of Management, University of National, Jakarta, Indonesia
3Department of Informatics, University of National, Jakarta, Indonesia
*Corresponding author. Email: dhiekalantana@civitas.unas.ac.id
Corresponding Author
Dhieka Avrilia Lantana
Available Online 2 May 2024.
DOI
10.2991/978-94-6463-394-8_9How to use a DOI?
Keywords
customer relationship management; university; potential students; promotion
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Business, Management, Accounting and Sustainable Economy (ICBMASE 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
2 May 2024
ISBN
978-94-6463-394-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-394-8_9How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Dhieka Avrilia Lantana
AU  - Marsudi Marsudi
AU  - Ariana Azimah
AU  - Tri Waluyo
AU  - Fauziah Fauziah
PY  - 2024
DA  - 2024/05/02
TI  - Designing a CRM Application: Enhancing Promotional Strategies Efficiency to Increase the Number of New Students at the University of National
BT  - Proceedings of the International Conference on Business, Management, Accounting and Sustainable Economy (ICBMASE 2023)
PB  - Atlantis Press
SP  - 87
EP  - 96
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-394-8_9
DO  - 10.2991/978-94-6463-394-8_9
ID  - Lantana2024
ER  -