Strategies for Enrollment Managers at Historically Black Colleges and Universities: A Single Case Study

The purpose of this study was to explore customer relationship strategies of enrollment managers of historically black colleges, and universities can utilize to increase enrollment rates leading to increased financial stability. The conceptual framework for this study was the general system theory. Data derive from semistructured interviews and employee handbooks. The data analysis consisted of compiling the data, disassembling the data into standard codes, reassembling the data into themes, interpreting the meaning, and reporting the themes. Member checking and methodological triangulation increased the trustworthiness of the study. Themes that emerged were efficiencies with technology, student retention, and financial performance. Using up to date and effective technology, including customer relationship management and creating strategies to focus on student retention, can help educational organizations improve their financial performance. The findings of this study included basic strategies HBCU enrollment managers’ need to improve financial performances. The general systems (GST) enhanced the themes applicable for CRM strategies and aligned with the overarching research question. The potential for social change includes the opportunity to increase graduation and student retention rates to provide more opportunities for local business leaders and enhance the economic sustainability of local communities.