QUALITATIVE INVESTIGATION OF TAM
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using their own ad hoc systems. His definition of CRM includes lifecycle contact management
and strategic marketing and communications. He stated that the benefits of CRM technologies
include engagement tracking, strategic marketing, and communications. Roger identifies the
critical success factors as having a solid integration strategy and perceived usefulness. His
criterion for adopting a technology includes an integration strategy and perceived ease of use.
The pre-adoption approaches he would consider include strategic organizational planning. The
challenges he foresees include cost and resources, change management, and integration and
interface issues. The current CRM technology systems used by his university vary from high-
tech to various low-tech ad hoc systems. Roger identified the potential risks of CRM as adoption
failure and poor data management. He states that CRM has the potential to improve outreach,
engagement, and communications through interaction tracking, data centralization, contact
management, personalization, improved user experience, and data-driven decision-making.
Terrence Young
Terrence Young is an IT specialist at a university in the northeastern region and was
asked by his Extension director to consider participating in this research. There was a previous
implementation of Microsoft Dynamics CRM at his university prior to some organizational
realignments, but the university has discontinued use of that system. Terrence defines CRM as
contact and data management and client engagement. He believes the benefits of CRM
technologies include client insights, personalization, contact and data management, and strategic
marketing and communications. Terrence reported a low success rate of the CRM system, with
low employee acceptance and high employee resistance. The reasons for employee resistance
include efficiency, cost and resources, perceived usefulness, and data privacy. Terrence believes
that the critical success factors of CRM technologies include costs and resources, perceived ease
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