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CRM strategies for alumni business schools: a qualitative analysis and recommendations for NOVA School of Business and Economics
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Customer Relationship Management(CRM) is gaining increasing notoriety in both the business world and academic articles, but there is a gap in the literature concerning CRM strategies for business schools’ alumni. In this thesis, a qualitative research is performed in 4 schools of the Top 30 European Business Schools 2012 ranking of the Financial Times, with the purpose of knowing the current CRM practices being adopted and their results. Findings indicate schools value the benefits alumni bring and are investing in CRM systems to nourish strong, sustainable relationships with their alumni, by offering communication, educational/professional and social initiatives. This thesis points to some tools business schools can use to better manage and capture alumni value.
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CRM Business School Alumni