QUALITATIVE INVESTIGATION OF TAM
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reported the deployment of a very limited number of features, particularly around event
management, email marketing, and basic contact and data management. This may have some
positive impacts on both the perceived ease of use and perceived usefulness of CRM
technologies. However, the implementation of CRM technologies across the CES, even in
institutions that have been using them for several years, appears to be a fairly slow rollout of
features and possibilities. While participants reported some benefits regarding client satisfaction,
streamlined communications, and better tracking of interactions and engagement, it was clear
throughout the research that this information is still unfolding at most universities that are
currently using CRM technologies. Nearly half of the participants were still evaluating the use of
CRM technologies or had no plans to use them at all. One participant shared, “ In Extension, I
feel like we’re a little slower when it comes to getting the latest and greatest technology.”
Technology Acceptance Model
Hasanein and El-Kafy (2022) found that in order to improve the effectiveness of CRM
technologies and encourage wider adoption across the organization, organizations should focus
on employee satisfaction and applying simple technological systems to both customers and
employees. This research uncovered a widespread adoption or evaluation of the Salesforce CRM
system by CES organizations while simultaneously reporting that the system is difficult to use.
Furthermore, this research demonstrated a positive correlation between the perceived ease of use
of CRM technologies and reported adoption success rates of CES organizations. Interestingly, as
Hasanein and El-Kafy (2022) suggested, simple technological systems appear to have greater
success in the CES context. Participants who reported using non-Salesforce solutions generally
experienced higher rates of adoption success, perceived ease of use, and lower employee
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