QUALITATIVE INVESTIGATION OF TAM
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usage in companies, and five articles were selected as the basis of this research. The findings of
this study highlight that CRM technology provides convenience to employees in processing data,
reports, and delivering information to customers. Additionally, CRM technologies make it easy
for customer service administrators to manage customer inquiries and provide convenience for
customers to get the latest information about products or services from the company, as well as
convey questions or complaints to the company while having those items recorded neatly in the
system. Lastly, CRM technology provides the company with knowledge about customers ’
wishes so the company can strive to improve company performance while maintaining old
customers and soliciting new customers.
Additional Organizational Impacts of CRM Adoption and Implementation
Chatterjee et al. (2020) looked at the role of knowledge management in improving
business processes and developed an interpretative framework for the successful implementation
of CRM and knowledge management systems in organizations. The purpose of this study was to
identify the critical success factors for AI-integrated CRM systems for better knowledge
management in organizations to improve business processes (Chatterjee et al., 2020). This study
also explores how critical success factors are interrelated and how they can be classified and
categorized according to their levels of importance. Through interpretive structural modeling,
this study helped identify the specific relationships among the factors and utilized a series of
brainstorming sessions with CRM experts, applying a Delphi method. Sixteen critical success
factors were identified, and the interrelationship between those factors was established through
an interpretive structural modeling technique. The findings of this study suggest that out of the
sixteen critical success factors, leadership support, adequate funding, and the support of
functional area leaders were the most important factors for artificial intelligence, CRM, and
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