QUALITATIVE INVESTIGATION OF TAM
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what implications a lack of CRM usage has on communications, outreach, and engagement
efforts in the digital age.
Purpose Statement
The purpose of this phenomenological research is to investigate the TAM and how it may
create opportunities for the successful adoption of CRM systems by the U.S. CES to enhance
internal and external communications, engagement, and outreach efforts. There is considerable
evidence to suggest that CRM systems add value to organizational communications and
relationship efforts; however, there is a need to highlight how CRM technologies can impact the
outreach mission of the CES. Through the lens of the TAM, this research provides practical
insights into the perceived benefits and challenges of implementing CRM systems. It examines
successful use cases of CRM implementation and investigate the potential for increasing client
engagement and improving communications through successful client management. This
research examines a recent landscape survey of the CES that gathered insights on the current
usage and perceived attitudes toward CRM technologies and recruit participants from across the
CES for semi-structured interviews to gain further insights into CRM usage, challenges, and
successes in improving communications, outreach, and engagement. A follow-up survey is sent
after the semi-structured interviews to triangulate the data.
Significance of Study
The findings of this study play a critical role in demonstrating the applicability of the
TAM to CRM adoption in the CES. However, CRM is not the only technology that is being
adopted by the CES, and the lessons from this study have a direct correlation to other
technologies that the CES is considering for adoption. More recently, artificial intelligence
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