Strategic Customer Engagement

This document discusses the concept of strategic customer engagement and its importance in customer relationship management. It focuses on the case of De Montfort University alumni and their engagement activities, including events, networking, and social media presence. The document also provides recommendations for strengthening alumni engagement.

Strategic Customer Engagement

Table of Contents
Introduction................................................................................................................................3
Insights.......................................................................................................................................3
Student and alumni engagement................................................................................................4
Recommendations......................................................................................................................6
Conclusion..................................................................................................................................8
Reference List............................................................................................................................9

Introduction
The concept of strategic customer engagement implies the aspect of the management of
customers on part of an organisation in a strategic and organized manner accordingly. It plays
an important role with respect to the aspect pertaining to the Customer Relationship
Management in a proper and appropriate manner. The main aim of the report is to present an
overview of the aspect pertaining to strategic customer engagement as far as the case of the
alumni of De Montfort University is concerned. The alumni of De Montfort University would
be taken into consideration with regard to the related events and activities accordingly. The
relationship between the alumni and students would also be taken into account accordingly.
The aspect relating to the engagement of alumni with reference to the enhancement of the De
Montfort University would also be discussed and demonstrated in the form of a literature
review.
Insights
Students from all over the world throng into the De Montfort University across various
degree courses as far as the respective modules and disciplines are concerned. As a result,
the alumni network of De Montfort University is spread around one hundred and seventy
seven countries of the world. It is located in Leicester, United Kingdom. The alumni include
not only famous academicians but also various people who have emerged as celebrities
thereby carving a niche of themselves in their respective fields accordingly (De Montfort
University, 2019). The contribution of alumni towards the growth and progress of the De
Montfort University as a whole has been immense as far as the forging of relationships with
the students and staff are concerned through various events. Alumni events are held various
countries which have prevalence of alumni of De Montfort University at a significant level
thereby resulting in networking in various aspects in an effective and efficient manner. As a
result, the global presence is implied with regard to the alumni of De Montfort University
accordingly. The De Montfort University also provides a platform for the alumni to be in
contact as far as the registration is concerned accordingly. It helps the De Montfort
University to keep the alumni updated about the events taking place in the countries in a
proper manner. As a result, the participation in the events is capitulated upon accordingly.
The aspect pertaining to customer relationship management with regard to trust is taken into
consideration accordingly as a result of the events. Various reunions are held across the

countries with regard to the meeting and get together of alumni accordingly (Michael, Storey
and Thomas, 2017). The social media also plays and extremely important role with respect to
the information of the events of the alumni of De Montfort University accordingly at the
countries concerned. It implies that social networking sites such as Facebook facilitate the
ease of information with regard to alumni events of De Montfort University in the respective
countries accordingly. The key thing in this regard is how active the respective alumnus of
De Montfort University with regard to social media accordingly. The alumni of De Montfort
University make trips to various countries in a year with regard to events such as networking
accordingly. It also undertakes charitable initiatives accordingly as far as the offering of the
welfare services to the marginalized sections of the society accordingly. There are various
networks and clubs with regard to the alumni of De Montfort University across the club
which help in the forging of connections accordingly as far as the aspect relating to
relationship is concerned. In this regard, LinkedIn plays an extremely important role
accordingly. There are also networks of the alumni of De Montfort University with reference
to sports accordingly as far as the organisation of sporting events is concerned. The De
Montfort University alumni fund has also been initiated accordingly as far as donations far
concerned on part of the alumni of De Montfort University. The alumni of De Montfort
University have also engaged in volunteering projects across the globe.
Student and alumni engagement
The aspects pertaining to the forging of relationships play an extremely important role for the
Higher Educational Intuitions. It implies that the relationships formed between the students
and alumni help in the aspect pertaining to customer relationship management in proper
manner as far as the Higher Educational Intuitions are concerned accordingly. As stated by
(Badwan et al., 2017), the forging of relationship between students and alumni help in the
expansion of global network of the respective Higher Educational Intuitions in a proper
manner thereby leading to the derivation of the desired outcomes accordingly. As a result, it
would lead to the enhancement of the aspect pertaining to the satisfaction of customers
accordingly as far as the involvement of alumni is concerned. It would help in the
improvement of the career prospects of students of De Montfort University accordingly by
the virtue of networking with alumni in the desired manner. The students have to undertake
various types of initiatives with regard to the involvement of the alumni of De Montfort
University in certain events thereby leading to the aspect of the contribution of the alumni

towards the progress of De Montfort University in an incredible manner accordingly (Meyer,
Neck and Meeks, 2017). The administration as a whole also has an essential role to play with
repsect to the hosting of events accordingly as far as the relationship between the students
and alumni of the respective Higher Educational Intuitions are concerned accordingly. As a
result, initiatives must be undertaken on part of the Higher Educational Intuitions with regard
to the linking of students and alumni as far as forging of connections is concerned. It would
help in the fostering of relationships between alumni and students accordingly.
Higher Educational Intuitions would like to establish and form connections amongst students
and alumni so as to imply their progress and development to the desired level accordingly as
far as the organizational perspective is concerned. It would help in the forging of the proper
and appropriate connections with regard to the networking in an incredible manner
accordingly. The students and alumni of any Higher Educational Intuition are the integral
aspects as far as there immense and invaluable contribution with regard to the progress of the
Higher Educational Intuition in the desired manner is concerned accordingly (Felix,
Rauschnabel and Hinsch, 2017). They help in the aspect pertaining to research and analysis in
various aspects to a massive extent as far as their innovative ideas are concerned accordingly.
They also help in the aspect related to the building of relationships with various professional
organisations they are associated with accordingly thereby leading to the helping of students
by the alumni in their careers in the desired manner accordingly. It also implies the aspect of
mentorship at the professional level as far as the career enhancement of students by the
alumni in the desired manner is concerned accordingly. As opined by (Anshari et al.,), the
alumni of a Higher Educational Intuition plays an extremely essential role with regard to the
enhancement of career services provided by the Higher Educational Intuition in question as
far as the placement of students in the respective sector or organization is concerned
accordingly. The alumni also help in the securing of internships for students at the concerned
organisation depending on their interest s and academic disciplines as far as their professional
development in an effective and efficient manner is concerned accordingly (Soltani and
Navimipour, 2016). The mentoring aspect as aforesaid helps the students to acquire and gain
skills pertaining to employability in a proper accordingly. The events pertaining to the
reunion of the alumni is also one of the most important reasons with regard to the forging of
relationships with students and alumni on part of the Higher Educational Intuition
accordingly. The initiatives undertaken by the alumni networks also play an important role in
the progress and development of the Higher Educational Intuition in the desired manner

thereby attracting more and more students around the globe accordingly (Ethiraj,
Gambardella and Helfat, 2018). It would help the Higher Educational Intuition to generate
more and more profits and revenues accordingly. As a result, it would be helpful for Higher
Educational Intuitions to build relationships with students and alumni accordingly.
All students and alumni are not interested in the forging of relationships with their
universities. The main reason is the fact that the students and alumni are too busy in their
professional and personal spheres accordingly. As a result, it is extremely difficult for them to
be associated with the university with regard to various kinds of events accordingly.
Additionally, their schedules may also not permit them to be actively associated with the
events of the university accordingly (Hasbullah and Yusoff, 2017). They may also live afar
off their university as inferred from the global networks of De Montfort University which
may pose difficulties for them to commute to the university for alumni events taking account
to the factors pertaining to distance and the obtaining of visas accordingly along with flight
fares (Hill and Brierley, 2017). Furthermore, they may also be not satisfied by the services
offered by the university during their time as a student. As a result, they might have an utter
dislike towards the university accordingly. The aspect pertaining to ill-treatment by the
university may also be one of the factors of not forging relationships on part of the students
and alumni accordingly (Homburg, Jozić and Kuehnl, 2017). The aspect pertaining to the
lack of customer relationship management can also be the reason accordingly. However,
there are many students and alumni who would like to form relationships with their
respective universities accordingly. They would like to contribute to the university in the
desired manner accordingly as far as the progress and development of the university is
concerned. It would also help in the formation of connections between the students and
alumni in the desired manner accordingly. As a result, the benefits of the students and the
alumni would be implied with regard to the aspect relating to the relationship with the
respective universities accordingly (Mainit et al., 2016). The concept pertaining to Customer
Relationship Management is also taken into consideration with regard to the formation of
relationships with the university on part of the students and alumni in the desired manner
thereby leading to the positive outcomes. Hosting of events across the globe also helps in the
fostering of relationships on part of the university with the students and alumni concerned
thereby leading to the formation and expansion of global networks accordingly.
The benefits on part of the universities with regard to the establishing of relationships imply
the contribution of students and alumni in a valuable manner thereby leading to the

upgradation of the university accordingly. The universities would play an essential role with
regard to the hosting of alumni events across the globe liaising with the respective alumni
networks accordingly (Ismail, 2018). The universities would also play a vital role pertaining
to the fostering of relationships between the students and alumni in the desired manner.
However, there are certain challenges on part of the university with regard to the forging of
relationships accordingly (Nyadzayo and Khajehzadeh, 2016). The challenges imply the
attraction of the significant number of students and alumni for the purpose of the participation
in the events accordingly. The challenges also imply the aspect pertaining to the difficulties
in contacting the alumni due to the lack of records pertaining to contract details accordingly.
The benefits on part of the students with regard to the maintaining of relationships imply the
providing of an incredible scope and opportunity by the universities for the students in a
proper manner as far as the hosting of the events is concerned taking account of the schedule
of the students along with the exigencies accordingly. The benefits for the students would
also imply the aspect relating to the enhancement of career prospects as far as their future
plans are concerned accordingly (Greve and Schlüschen, 2018). However, students encounter
certain challenges with regard to the forging and maintaining of relationships accordingly.
The challenges imply the lack of support from the university with regard to the maintaining
of relationships accordingly. The lack of enthusiasm on part of the alumni also implies the
challenges for the students accordingly as far as the events are concerned thereby resulting in
the difficulties accordingly.
The benefits on part of the alumni with regard to the maintaining of relationships imply the
support from the university in the desired manner with regard to the hosting of as a many
events as they can in the respective cities and countries thereby facilitating the ease of the
alumni to attend the events with full enthusiasm. The support from the students would also be
extremely beneficial for the alumni accordingly. However, the challenges on part of the
alumni imply the issues with regard to the travelling to the venue of the event as aforesaid,
especially if the event is not held in the respective city where the alumnus concerned is
staying (Hargreaves et al., 2018). The lack of support from the university or the students may
also pose challenges for the alumni as far as the maintenance of the relationships are
concerned accordingly. The challenges are also inclusive of the aspect pertaining to the lack
of proper platform on part of the university.

Recommendations
It is hereby recommended that the De Montfort University must undertake necessary steps
and measures with reference to the strengthening of the engagement of alumni in the desired
manner accordingly. It would help in the involvement of the alumni of De Montfort
University in a proper manner thereby resulting in contribution of the alumni towards the De
Montfort University in an effective and efficient manner as far as the benefits of De Montfort
University at the organizational level is concerned accordingly. The alumni events should be
held more extensively at the global level thereby attracting more and more alumni to the
events concerned accordingly. As a result it would lead to the networking amongst students
and alumni in the desired manner. With regard to research fellowships and lectureships,
preference must be provided for the alumni of De Montfort University accordingly. As a
result, it would lead to the connections in an incredible manner as far as the benefits of
students and alumni are concerned accordingly. It would also lead to growth of De Montfort
University in the desired manner in terms of academics accordingly as far as contribution n
terms of research in various disciplines is concerned (Pedro, Alves and Leitão, 2018). The
aspect relating to the strategy which is undertaken by companies in terms of customer
relationship management would have a vital role to play with reference to the appealing of
alumni on part of De Montfort University accordingly. It would help in the loyalty of alumni
with regard to the contribution towards De Montfort University in a proper manner as far as
the forging of association on a long term basis is concerned accordingly. The respective halls
of residence may also undertake initiatives with respect to the hosting of alumni events
thereby attracting those alumni of De Montfort University who stayed in the halls of
residence during their time as a student of De Montfort University accordingly. Facilities for
transportation such as flight fares may also be arranged for the alumni who are interested in
the participation in the events accordingly. It would lead to the attraction and appealing of
more and more alumni of De Montfort University as far as the respective events are
concerned accordingly. As a result, the alumni events would be a fun –filled experience for
the alumni and students all together accordingly. The alumni must be awarded not only in
terms of contribution towards De Montfort University but also towards the society in general
accordingly as far as their accolades and remarkable achievements are concerned. It would
motivate the alumni to be involved in the events as far as association with De Montfort
University is concerned accordingly. The people involved in the affairs of the alumni of De
Montfort University must play a key role with respect to the scheduling of the alumni events
across the globe in a proper manner accordingly. The contact details of the alumni must be

updated on a regular basis accordingly as far as sending of the details of the events pertaining
to De Montfort University is concerned accordingly. The social media has a vital role to play
with reference to the posting of the details of the events in the desired manner to keep the
alumni informed on a regular basis accordingly. As a result, the relevant groups and
communities would help in the aspect pertaining to the posting of the relevant information
with regard to the alumni events of De Montfort University in the desired manner as far as
the attraction of alumni in the significant manner is concerned accordingly. The students
union would also have a key role to play with respect to the providing a platform to the
alumni as far as the contribution of the alumni to the union in a proper manner is concerned.
It is imperative that the alumni must be provided with the incredible scope and opportunity
with regard to presenting their own views and opinions about their experience at De Montfort
University during their times as a student and what more can be done to undertake the
necessary steps as far as the improvement of De Montfort University at the organisational
level is concerned accordingly. It would help in the modifications of the policies and
frameworks of the De Montfort University with regard to the providing of services to the
students in a proper manner accordingly. In this regard, the students’ service centre would
also have an essential role to play with regard to the providing of information to the alumni
regarding their documents pertaining to academic records in the desired manner. The posting
of the documents must be done to the respective address of the alumnus in a proper. If the
address details are not available, an email should be sent with reference to the asking for the
address details accordingly. The aspect pertaining to the sending of alumni identity cards
would also be helpful as far as the strengthening of the alumni networks is concerned
accordingly. It would help in the reduction of the gaps between the students and the alumni in
the desired manner. The aspect pertaining to the policies related to mentorship programs to be
provided by the alumni to the students must also be taken into account as far as the
arrangements on part of De Montfort University is concerned accordingly. It would help in
the career development of students in the desired manner thereby providing a comprehensive
solution on part of De Montfort University to the alumni and students accordingly.
Conclusion
As imperative form the aforesaid, it can be concluded by stating that the aspect related to
strategic customer management is justified and appropriate. The case study pertaining to De
Montfort University has been taken into consideration with regard to the maintaining of

relationships with its alumni prevalent in one hundred and seventy seven countries thereby
implying the aspect of networking at the global level accordingly. The aspect pertaining to
the holding of the alumni events in various countries has also been taken into consideration as
far as the aforesaid discourse is concerned. The roles of the students have also been taken into
consideration as far as their welfare is concerned. In this regard, the contribution of the
alumni with regard to the professional development of the students has also been taken into
account accordingly. The aspect related to the fostering of amicable relationships between the
students and alumni have also been discussed and demonstrated in a proper manner with
regard to strengthening De Montfort University accordingly in the desired manner. The roles
of the halls of residence with regard to the hosting of the alumni events accordingly have also
been explained in the desired manner accordingly as far as providing a suitable
recommendation is concerned. The aspect related to the initiatives to be undertaken by the
students union with regard to the welfare of the students and alumni of De Montfort
University has also been suggested accordingly as far as the policies and frameworks of De
Montfort University at the organizational level is concerned accordingly. The suggestions
with regard to the arrangement for the alumni to commute to the respective alumni event
have also been suggested accordingly as far as the addressing for the issues in the desired
manner is concerned. Such arrangements would mainly involve flight fares for the concerned
alumni taking into consideration the actual location of the alumni event accordingly. In a
nutshell, the aspect pertaining to customer relationship management on part of De Montfort
University has been described and explained in the desired manner accordingly as far as the
welfare of alumni is concerned accordingly.

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