Implementation of customer relationship management at Darussalam Kunir Islamic Boarding School

Abstract

Customer relationship management (CRM) offers a data-driven approach for managing interactions with prospective and current students. For Islamic boarding schools, CRM systems serve as a strategic tool to strengthen relationships with students and their families, improve communication and engagement, personalize educational experiences, track progress and satisfaction, and enhance institutional branding to attract new students. This study aims to identify CRM programs currently implemented at Darussalam Kunir Islamic Boarding School, assess the potential benefits and challenges associated with CRM adoption, and analyze strategies for effective CRM implementation. Employing a qualitative-descriptive approach, the study utilizes interviews, observations, and documentation as data collection methods. The data were then analyzed through data reduction, display, and conclusion drawing. The findings reveal that CRM has not yet been fully optimized in the school; several initiatives exist but lack systematization and digital support. The study identifies key benefits such as improved stakeholder trust, communication, and service personalization. However, challenges include limited technological infrastructure, insufficient human resource capacity in IT, and underdeveloped promotional strategies. To ensure CRM success, the study recommends developing IT-based CRM infrastructure, training professional human resources, and conducting regular evaluations. These strategies will support improved recruitment, retention, and student satisfaction, ultimately enhancing the overall educational experience.

Keywords: CRM; Islamic education; boarding school; student retention; digital strategy