QUALITATIVE INVESTIGATION OF TAM
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marketing and communications, as having potential implications on outreach, engagement, and
communications.
Landon Frederick
Landon Frederick holds a management role in communications and technology at his
university in the north central region. Currently, there is no current CRM system implemented,
but he and several colleagues are evaluating the potential of implementing one and are exploring
Salesforce and open-source solutions. He defines CRM as lifecycle contact management and
email marketing. Landon believes the benefits of CRM include strategic marketing and
communications, efficiency, and contact and data management. Currently, there is no local
champion present by definition in this research. Employee acceptance of CRM at their institution
is currently unknown, but a potential for employee resistance was noted regarding perceived
usefulness. Landon believes that the critical success factors for CRM implementation include
consideration of data security, data privacy, having appropriate policies and procedures in place
to encourage adoption, perceived usefulness, integration strategies, and the availability of
training and support. He states that criteria for technology adoption include strategic
organizational planning and perceived usefulness. The current pre-adoption approaches he uses
include communicating across the organization. Landon notes employee resistance, digital
literacy, perceived usefulness, data privacy, and data security as potential barriers to adoption.
He states that CRM technologies have a moderate ease of use, and he perceives them to be
useful. At present, the university utilizes different ad hoc systems instead of CRM technologies,
and alternative approaches to CRM include investigating new ad hoc solutions. Landon believes
that data security and data privacy are primary risks for CRM technologies. Additionally,
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