QUALITATIVE INVESTIGATION OF TAM
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implementation include adoption or implementation failure and change management. In addition
to the availability of the CRM system, many offices utilize various ad hoc systems. Jane notes
that the technology is not perceived as easy to use but is perceived as useful after demonstrating
the technology to potential users. She believes that CRM technologies have many possible
implications for outreach, engagement, and communications, including strategic marketing and
communications, engagement and interaction tracking, centralization, contact and data
management, reporting, and evaluation, as well as automation.
Andrea Simpson
Andrea Simpson is an Extension specialist in the northeastern region, one of the few
individuals at her university with access to the Salesforce CRM. Her university outgrew two
previous CRM systems and eventually adopted Salesforce. Andrea defines CRM as lifecycle
contact management and strategic marketing and communications. She believes the benefits of
CRM systems include email marketing, client insights, contact and data management, and
strategic marketing and communications. There is a champion present at her university, and she
reports a high acceptance rate among the limited number of users, with no considerable
employee resistance observed. Andrea states that the critical success factors of CRM
implementation include strategic organizational planning, training and support, the presence of a
local champion, user buy-in, and early adopters. Her stated criteria for considering a technology
to adopt include strategic organizational planning and consideration of costs and resources.
Andrea stated adoption challenges such as costs and resources, training and support, and change
management. Andrea reported the Salesforce CRM is perceived as difficult to use; however, it is
regarded as useful among the limited number of users. Potential risks reported include data
security. Individuals at her university still utilize various ad hoc systems alongside the CRM. The
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