In very simple terms, in the past, the approach taken by some schools, but not all, was: 'Here's what we provide – who wants to send their children to us?'
The CRM perspective is:
- 'What exactly do customers want and need?'
- 'What do we need to do to be able to produce and deliver it to our customers?'
Depending on the school, this may represent a major shift in how the school sees itself positioned in relation to its customers and clients. It is the shift from expecting parents to take, by and large, what the school offers, to asking them what they would like the school to provide in, for example, their extended services provision.