QUALITATIVE INVESTIGATION OF TAM
139
statistically significant at the significance level of 0.05. The data implies that perceived ease of
use may not be a determining factor in employee resistance to CRM systems in the context of
this study.
RQ4 Findings: Outreach, Engagement, and Communications
Interview participants reported several areas where CRM technologies could or do have a
positive impact on outreach, engagement, and communications (see Figure 15). The findings
suggest the most frequently reported areas where CRMs can make an impact include strategic
marketing and communications, contact and database management, centralization of data,
engagement and interaction tracking, client insights, data-driven decision-making, increased
efficiency, personalization, and other. Other categories include improved user experience, multi-
channel engagement, reporting and evaluation, automation, improved customer service, and no
response. Among participants currently using CRM technologies, the most recurrent themes
include strategic marketing and communications, engagement and interaction tracking, contact
and database management, centralization of data, data-driven decision-making, client insights,
increased efficiency, personalization, and other. Other categories included multi-channel
engagement, reporting and evaluation, automation, and no response. See Table 5 for participant
quotations regarding the implications for outreach, engagement, and communications.
Powered by FlippingBook