QUALITATIVE INVESTIGATION OF TAM
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Landon states that CRM technologies can have implications on outreach, engagement, and
communications through strategic marketing, and contact and data management.
Matthew Ryan
Matthew Ryan is an Extension specialist in the northeastern region. His university
currently utilizes Salesforce, and Matthew defines CRM within the scope of lifecycle contact
management. He states that the benefits of CRM technologies include contact and data
management, revenue generation, strategic marketing and communications, automation, and
client insights. Matthew notes that there is low employee acceptance of the Salesforce system
and suggests that a local champion was not present, as employees utilize training provided by
Salesforce. The reasons for employee resistance include leadership commitment, poor policies
and procedures, digital literacy, and training failure. Matthew states that the critical success
factors include the presence of a champion, training and support, perceived usefulness,
leadership commitment, policies, and procedures, and accountability. He also states that the
criteria for technology adoption include usefulness and considerations of cost and resources.
Matthews notes that training and support, perceived usefulness, employee resistance, leadership
commitment, change management, policies and procedures, poor data management, and
integration and interface issues are the primary barriers to adoption. At present, the university
uses both CRM and various ad hoc systems. Alternative approaches to CRM include the
utilization of various ad hoc systems. Potential risks of CRM implementation include poor data
management, adoption failure, data security, data privacy, as well as costs and resources.
Matthew indicated that the Salesforce system is perceived as difficult to use and not useful. He
suggested that CRM technologies may have implications for outreach, engagement, and
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