The research focuses on customer knowledge management (CKM) and alumni relations management in Higher Education and Research Institution (HERI). It studies various roles of alumni and cases where particularly customer role can be attributed to alumni and HERI relationships. Knowledge management in general provides methods to ensure importance of both - implicit and explicit knowledge in the organization, what is apprized, well accessible and reusable. CKM is one part of the process which focuses on capturing, saving and reusing customer knowledge that is of value for the organization. HERI are not an exception and their customer knowledge is valuable for present and future work and competitiveness. Thus, it is important to be aware of the valuable customer knowledge and models that are applicable and most effective in alumni as customer knowledge management.