QUALITATIVE INVESTIGATION OF TAM
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After the war, the CES worked to extend new technologies to farmers and ranchers to
dramatically increase farm production. Today, there is a CES office in nearly every county in the
United States where CES professionals help communities of all sizes meet the challenges they
face in areas of agriculture and natural resources, family and consumer sciences, youth
development through the 4-H program, community, workforce, and economic development
through a variety of research-based educational programming.
Introduction to the Problem
The TAM provides a way for looking at how individuals and organizations can
successfully adopt and implement technologies, and an understanding of TAM principles can
potentially reduce adoption failure rates. CRM technologies have gained significant attention
over the past several decades for their ability to integrate multiple business functions into a
centralized system with high returns on investment. Additionally, in recent years, CRM
technologies have integrated into other software applications, bringing a more holistic view of
customers, how an organization engages with customers, and the customer lifecycle. This
provides great insights into the marketing, communications, and sales functions within an
organization. While CRM technologies have advanced and evolved to meet the needs and budget
of any sized organization, there is still an extremely high failure rate for implementation, and
several challenges remain for the adoption of this technology. CRM adoption in the CES is no
exception to the challenges that most organizations face. These challenges include technology
costs, top management support, perceived value, perceived ease of use, and an overall
understanding of how CRM can help CES organizations accomplish goals in outreach and
engagement with the public they serve.
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