Customer Relationship Management (CRM) in Enhancing the Retention of Students, Parents, and Alumni
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Customer, Relationship Management, Student Retention, Walisantri, Alumni, Islamic Boarding SchoolAbstract
Customer Relationship Management (CRM) is a managerial approach that can be applied by Islamic educational institutions to build, maintain, and strengthen long-term relationships with their stakeholders. In the context of Islamic boarding schools (pesantren), CRM has a strategic role in increasing student retention, strengthening parents’ trust, and maintaining alumni engagement with the institution. This article aimso analyze the implementation of Customer Relationship Management in improving the retention of santri, Parents (walisantri), and alumni. This study employs a qualitative descriptive approach. Data were collected through observation, interviews, and documentation related to the management of relationships between the pesantren and its santri, walisantri, and alumni. Data analysis was conducted through data reduction, data presentation, and conclusion drawing and verification. The findings indicate that CRM can be implemented through effective communication, improved service quality, information management, the utilization of digital technology, and active involvement of santri, walisantri, and alumni. Well-managed relationships can increase stakeholder satisfaction, trust, loyalty, and engagement with the pesantren. Therefore, CRM can serve as a strategic management approach to support institutional sustainability by strengthening retention and fostering long-term relationships with all pesantren stakeholders.
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Copyright (c) 2026 Syaripuddin Muhsin, M. Zidannurival, Siti Patimah, Rifyal Ahmad Lughowi
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