QUALITATIVE INVESTIGATION OF TAM
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Figure 6: Reported Critical Success Factors — Interview Participants
RQ1 Findings: Benefits and Organizational Performance
Both interview participants and data from the landscape assessment highlighted a range
of perceived benefits of CRM technologies (see Figures 7 – 8). For interview participants, contact
and database management (19%) was the most reported benefit, followed by client insights
(15%) and engagement and interaction tracking (12%). Other benefits, including strategic
marketing and communications (11%), reporting and evaluation (10%), efficiency (6%), email
marketing (5%), revenue generation (5%), and other benefits (17%) were also reported. Other
categories include automation, customer service, personalizations, scalability, employee
onboarding, project and task management, and event management. Results from the landscape
assessment demonstrated similar perceived benefits of CRM technologies. Like the interview
participants, the most frequently cited benefits from the landscape assessment data were contact
and data management ( n = 15). Additionally, other similar benefits were present in this dataset,
including strategic marketing and communications ( n = 14), reporting and evaluation ( n = 8),
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