QUALITATIVE INVESTIGATION OF TAM
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communications are personalization, multi-channel engagement, data-driven decision-making,
reporting, and evaluation, and strategic marketing and communications.
Lee McFarland
Lee McFarland leads Extension at a college in the 1994 region. He is not familiar with
CRM technologies, and his college is not currently using a CRM technology. However, he
recently learned about CRM technologies from another colleague and sees contact and data
management as a key benefit. Lee indicated a potential for employee resistance to change
management. Lee believes that critical success factors of implementing a technology like CRM
involve the presence of a local champion, leadership commitment, and training and support. He
states that the criteria for technology adoption include strategic organizational planning. Lee
viewed employee resistance and training and support as potential barriers to CRM adoption. Lee
sees adoption or implementation failure as a potential risk to CRM implementation and has low
perceived ease of use of the technology, although he notes that it could be useful. At this time,
his college utilizes ad hoc systems in lieu of CRM technologies.
Leia Cornwalis
Leia Cornwalis is an Extension director in the southern region. Her university currently
uses Salesforce CRM and is evaluating the use of another CRM system. Her definition of CRM
includes lifecycle contact management, email marketing, and contact and data management. She
states that efficiency, client insights, event management, contact and data management, and
reporting and evaluation are all benefits of CRM technologies. Employee acceptance of the
current system is varied, and the presence of a champion is unknown. The reasons for employee
resistance include change management and digital literacy. Leia identifies strategic
organizational planning, user buy-in, perceived usefulness, and training and support as critical
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