APPLYING CRM TECHNIQUES IN ENHANCING eLEARNING
APPLYING CRM TECHNIQUES IN ENHANCING eLEARNING

Summary/Abstract: The role of eLearning with reference to traditional education has increased in recent years mainly in higher education and lifelong learning. Web learning experiences have impact mostly on young people. This can be seen from a positive reaction to study anywhere and anytime, with access to a computer and an Internet connection. The increased demand for rapid training and education generated a rapid growth of eLearning as an information technology function. As a direct result, in order to respond to the amplified demand and a tight competition, providers of eLearning applications began to import techniques from customer-centered environments (banking, telecommunications, IT, etc.). Applying a CRM methodology added a new dimension to the eLearning systems that led to the development of applications and strategies for attracting new customers, increasing their satisfaction, managing the relation with them, and preventing their attrition. In addition, by adhering to the CRM techniques, eLearning providers made available also an integrated infrastructure to enhance performance of monitoring and assessment process. Applying the CRM methodology in this environment can bring many advantages to the organizations, such as cost reduction, revenue increase, identifying new opportunities for expansion, improving customer satisfaction, profitability, and retention. Of course, adopting CRM techniques to the eLearning industry requires wide changes in the organization's activities and strategy for defining customer's interaction. Despite the growth of eLearning in recent years, not many researchers have addressed this issue and the main objective of this article is to analyze the CRM adoption and its effects on improving the quality of eLearning services.

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