Customer Relationship Management (CRM): Strategy for Creating Value in an Upper Secondary Education Institution

DOI

10.2991/978-94-6239-779-8_17How to use a DOI?

Keywords

Customer Relationship Management (CRM); Upper Secondary Education; Customer Orientation; Value Creation; and Continuous Improvement

Abstract

This study aimed to propose a Customer Relationship Management (CRM) strategy designed to address the needs of students at Century XXI High School, with the purpose of creating value in educational services, strengthening the sense of institutional belonging, and encouraging recommendations of the institution among graduates and prospective students from secondary education. The research was conducted using a correlational quantitative methodology with a mixed-methods approach. Questionnaires were administered to students to identify needs related to customer orientation, knowledge management, organizational variables, and technology. Additionally, in-depth interviews were carried out with the principal and the academic-administrative psychologist in order to analyze institutional management and customer service practices. The results revealed a positive and significant difference among knowledge management, customer orientation, technology, and organizational variables, which were associated with higher levels of student satisfaction and loyalty. Knowledge management emerged as the most influential factor. In conclusion, the adoption of a CRM strategy is considered essential to integrate institutional processes, improve communication with students, increase student retention, and strengthen value creation in educational services. The qualitative analysis indicated the need to strengthen academic and administrative follow-up through tools such as a centralized database.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits any noncommercial use, sharing, 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 you modified the licensed material. You do not have permission under this license to share adapted material derived from this chapter or parts of it.

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TY  - CONF
AU  - Edme Zugey Rosas Noyola
AU  - Isaac Cruz Estrada
AU  - Ana María Miranda Zavala
PY  - 2026
DA  - 2026/10/06
TI  - Customer Relationship Management (CRM): Strategy for Creating Value in an Upper Secondary Education Institution
BT  - Proceedings of the International Congress on Competitiveness and Development of MSMEs 2026 (ICCD-MSMEs 2026)
PB  - Atlantis Press
SP  - 291
EP  - 305
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-779-8_17
DO  - 10.2991/978-94-6239-779-8_17
ID  - Noyola2026
ER  -