QUALITATIVE INVESTIGATION OF TAM
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CRM system and perceives it to be useful. Daniel reported that engagement tracking has
implications for outreach, engagement, and communications.
Josh Hartman (JH)
Josh Hartman is an Extension director at a university in the northeastern region. He is
currently evaluating the use of CRM technologies but has not selected a particular technology at
this time. His definition of CRM includes client engagement, and strategic marketing and
communications. Josh states the benefits are engagement and interaction tracking, reporting and
evaluation, and personalization. Josh believes that the critical success factors for CRM
implementation include training and support, strategic organizational planning, and leadership
commitment. His criteria for technology adoption include perceived ease of use, and costs and
resources. Additionally, he envisions vendor selection and pilot efforts as pre-adoption
approaches. Josh reported that training and support, as well as costs and resources, may be
potential adoption barriers. His university currently utilizes ad hoc solutions, and he views data
security and data privacy as a risk with CRM technologies. He perceives the software to be
useful, with improved user experience, strategic marketing, and communications as potential
implications for outreach, engagement, and communications.
David Benjamin
David Benjamin is an Extension director at a university in the southern region. His
university currently uses Modern Campus Destiny One as its CRM solution. David defines CRM
as lifecycle contact management and client engagement. He perceives reporting and evaluation,
revenue generation, and client insights as key benefits. He reports moderate success, the presence
of a local champion, varied acceptance among employees, and low employee resistance. The
reasons for employee resistance include data privacy, and costs and resources. David suggests
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