Evaluating the Effectiveness of SRM Systems in Enhancing Student Support: Insights from Contact Centre Consultants in an OdeL Institution

This study explores the effectiveness of the Student Relationship Management system in supporting students at an Open Distance e-Learning institution, drawing on insights from formal interviews with contact centre consultants. Findings reveal that while the SRM system was intended to streamline communication and improve query resolution, its implementation has been marred by challenges such as misdirected calls, limited departmental collaboration, inadequate training of consultants, and the absence of Service Level Agreements. Consultants frequently encounter student frustration due to delays, poor routing, and a lack of back-office support. Despite these weaknesses, participants acknowledged SRM's potential to enhance efficiency when optimally utilised, supported by skilled staff, continuous training, and stronger integration with academic and administrative departments. The findings led to the formulation of the three-pillar framework for effective SRM integration, with recommendations that highlight the need to re-evaluate system design, strengthen cross-departmental collaboration, and prioritise the contact centre as a strategic component of institutional support.