QUALITATIVE INVESTIGATION OF TAM
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Adoption Success and Familiarity
Of the participants interviewed who reported utilizing CRM technologies, perceived
adoption success was measured as follows: low (31%), moderate (38%), high (25%), and none
(6%). An analysis of interview participants reporting the use of Salesforce ( n = 11) found rates
of perceived success as low (37.5%), moderate (25%), high (25%), and none (12.5%). The
reason for the specific analysis of Salesforce is because it is the most frequently used software
solution and the most frequently cited solution being considered by both landscape assessment
participants and interview participants. By comparison, interview participants reporting other
CRM solutions demonstrated slightly higher but comparable rates of perceived adoption success.
Additionally, interview participants were measured on their familiarity with CRM overall
and largely indicated an active use or awareness of CRM technologies, with 8% reporting no
familiarity at all. As outlined in the literature review, the presence of a local CRM champion may
have positive implications for CRM implementation and adoption. Interview participants were
measured on the presence of a local champion as yes (56.5%), no (30.4%), or unknown (13%).
Interview participants reported moderate acceptance of CRM technologies within their states. Of
the interview participants who currently use CRM, perceived employee acceptance was
identified as low acceptance (31%), varied acceptance (56%), and high acceptance (13%).
A statistical correlation analysis was also conducted to better understand the relationship
between reported adoption success and the presence of a location champion, and perceived ease
of use and the presence of a local champion. Regarding the relationship between the presence of
a local champion and reported adoption success, the correlation coefficient was 0.261, indicating
a positive correlation between the presence of a local CRM champion and reported adoption
success. However, while there is some association between the presence of a CRM champion
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