Summary 

In recent years, technological innovations are actively implemented in different areas, allowing companies to gain competitive advantages. Customer relationship management (CRM) university system is one of them, whose main value represents collected information in a single area. On the basis of its analysis, the following points are conducted: forming long-term interaction with students, attracting new ones, retaining old students, monitoring and establishing close relationship with graduate students. Research reveals that there are some shortcomings in the functioning of the system, no continuation of the education mode with the student, no flexible communication system, it does not include detailed information about the student's interests, the university does not continue to work closely with the graduate students. It obliges the implementation of existing criteria to universities, by Authorization Standards for Higher Education Institutions. We call the introduction of a standard Customer Relationship Management system to the Georgian university market, or improving the level of functioning and capabilities of our systems in order to approach the standard CRM systems, which is a near future perspective. Based on the analysis of the results of the survey, recommendations have been elaborated, which will facilitate the simplification of existing standards and the shortcomings identified.

Key Words: Customer Relationship Management, Competitive Advantages, Analysis, Close Relationship, Authorization Standards for Higher Education Institutions.