Abstract
Organizational process optimizations are crucial to meet nowadays challenges, especially in the educational institution environment, where information flow is very intense, and actors involved are different from decision making perspective. The relations with students are one of the most important aspect of educational institutions processes, therefore, the more automated and digitalized is this process, the more attention can be invested to continuous improvement of other organizational processes. Our study intends to promote continuous improvement of student relationship management of universities by active usage of ICT solutions available in organization and prepare internal regulations and staff for this transformation.