QUALITATIVE INVESTIGATION OF TAM
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continuation of those ad hoc systems is considered to be an alternative approach. Andrea stated
many possible implications of CRM technologies on outreach, engagement, and
communications, including strategic marketing and communications, client insights, increased
efficiency, contact and data management, and data-driven decision-making.
Jimmy Washington
Jimmy Washington is in a director role in Extension at a university in the northeastern
region. His university currently uses Salesforce, and he defines CRM as strategic marketing and
communications, contact and data management, lifecycle contact management, and revenue
generation. The perceived benefits include client insights, personalization, contact and data
management, email marketing, and automations. A local champion is not present, and Jimmy
reports a varied rate of acceptance among employees with moderate employee resistance. The
reasons for employee resistance include change management, costs, resources, and perceived
ease of use. He states that training and support are the most critical success factors for
implementing a CRM system and that training and support, data security, and an integration
strategy are criteria for technology adoption. The pre-adoption strategies included strategic
organizational planning and vendor selection. Some of the challenges with adopting the
Salesforce CRM include training and support, perceived ease of use, employee resistance, and
perceived usefulness. Jimmy reported that the system is not perceived as easy to use; however, it
is perceived as useful. The potential risks associated with technology include costs and
resources, as well as poor data management. Jimmy stated that contact and data management,
personalization, multi-channel engagement, and strategic marketing and communications
through CRM had implications for outreach, engagement, and communications.
Clarence Carpenter
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