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Customer Relationship Management Program

Executive Summary

The higher education sector in Australia is becoming increasingly competitive, driven by government policy and stakeholder expectations. In this environment, ACU is seeking to increase its focus on “customers” and develop competitive advantage through customer relationship management (CRM).

Customers are defined as those individuals and organisations for whom ACU provides a service, or who are a source of funds for the University.

Customers therefore include:

  • prospective students
  • current students
  • past students
  • donors and other supporters
  • partner organisations
  • funding bodies
  • Church stakeholders
  • government agencies.


“This understanding of the University’s stakeholders as customers is not only fundamental to our competitive interests, but is enshrined in the University’s Mission through its commitment to quality in service. As a Catholic university, this duty of service is distinctly linked to our character, extending beyond our students and to the wider community”

– ACU Vice-Chancellor Professor Greg Craven


The CRM Program at ACU has been established in order to deliver the initiatives and outcomes described in the CRM Strategy, developed during the course of 2009. This charter represents an overview of the CRM Program.

 

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