Customer Relationship Management in IT Service Delivery: A Practitioner-based Inquiry in a Higher Education Institution

Customer Relationship Management (CRM) is an old phenomenon. However, there is no consensus on the definition of the term. The absence of a universal definition cause organisations to struggle to decide on what constitute CRM. While we acknowledge the diversity in the term CRM, we diverge from the view that it is exclusively relevant for driving sales and retaining profitable customers in for profit organisations. In this study we diverge from that view and present a CRM narrative within the context of a not for profit public institution. Using a practitioner-based inquiry, we explored the various CRM initiatives which a Higher Education (HE) institution implemented to achieve effective Information Technology (IT) service delivery. We describe these different CRM initiatives and their implications to effective IT service delivery. Our findings contradict the norm that CRM is for profitability purposes. The study revealed that CRM is a significant part of effective IT service delivery in not for profit public institutions and in situations where clients are internal. In addition to that, our study present alternative CRM initiatives with potential positive outcomes which other not for profit public institutions can implement to resolve CRM difficulties and to improve IT service delivery.