QUALITATIVE INVESTIGATION OF TAM
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Figure 4: Reasons for Employee Resistance — Interview Participants
Pre-adoption Approaches
Interview participants also identified various pre-adoption approaches to implementing a
CRM system. This included strategic organizational planning (18%), communications across the
organization (16%), evaluations (16%), training and support (16%), vendor selection (9%), pilot
efforts (7%), and no response (11%). Additionally, participants were asked what alternative
approaches to CRM technologies they have considered, and 74% reported the possibility or
current use of various ad hoc solutions. Ad hoc solutions included responses such as email
marketing technologies, the Microsoft Office Suite, and event management technologies. Several
perceived risks with CRM technologies were also reported among interview participants (see
Figure 5). The biggest concerns centered around data security (29%), followed by hesitancy
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